Evaluate the adverts (U20: M3, D2)
Evaluate the Adverts (U20: M3, D2)
Learning Outcome 3 (U20): Be able to produce the planned media components.
M3 (U20): Explain how the created media components comply with the codes and conventions of the media sectors.
The codes and conventions of our advertising campaign were chosen precisely to ensure we meet the clients brief and all the requirements and messages were successfully met through our final product.
Magazine Advert:
The product name 'Phizzwizzard' was placed along the top to be eye catching to the audiences when they are scrolling through a magazine. The font chosen is red in colour and highlights the strawberry lace flavouring. We feel like this will create brand awareness where people can easily identify the product and brand, just like CocaCola. Our pre-production of the visualisation diagrams and mood boards helped us to produce the final conventions as we could visually see what looks good together and what would most benefit and entertain our 13-18 year old and retro 30year old target audience.
The imagery and colour scheme throughout our magazine advert allows the codes and conventions from the client brief to come to life and show a consistent message about the product, as well as creating a brand identity. The colour scheme chosen shows the sporty genre, while still making obvious the strawberry laces flavour of the drink. The mood board we created in the pre-production helped with our imagery of green and pink in the background and in the font of the text. The use of a tie-dye green and pink background also highlighted the fun and energy that the product contains. Further imagery contains a mid shot of a women blowing a kiss to the can of drink in order to show the audience that product is something that you will fall in love with. The pre-production planning of the visualisation diagram allowed us to see where we wanted all the elements in order to sell the product successfully and engage the audience viewing it. 
Additionally, we inputted our four social media accounts alongside the icons for each platform (Facebook, Instagram, Snapchat and Twitter). This is because in todays modern society, many many people are heavily involved in technological convergence and social media, therefore allowing our product to be viewed and shared digitally over the internet. We also position the brand logo (Carter Soft Drinks) into the top left, alongside the price (50p). This is so that we can create brand recognition, and show off the cheap, affordable price of our drink - allowing the audience to urge to buy it. We were inspired by the existing CocaCola campaign and their use of logo.
For our Billboard advert, we mirrored that all the codes and conventions that were use in the magazine advert so that we could keep a consistent message and campaign style, also allowing further brand recognition. We used visualisation diagrams to ensure that while keeping the same codes and conventions, it was fitted to the size and proportions of a billboard. It was important for us to maintain the same consistency through the magazine and billboard adverts, hence why the visualisation diagrams where a perfect set in our pre-production planning. For this reason, the green, pink and white colour scheme is also used. The tie-dye background is unique for this campaign as it hasn't been used recently by any other companies (such as Fanta), making our product and campaign stand out with a fresh feel and excitement. The colour scheme also informs the audience details about the product, such as the sporty genre (through the green and athlete silhouettes) and the strawberry laces flavour (through the pink). The creation of the mood board further helped generate these ideas as it helped us visualise different colours, icons and imagery that will be perfectly suited for this campaign.
For our video advert, we included multiple codes and conventions that we felt was needed for a video
advert. In our opinion, we carefully spent time during the pre-production to plan the video so that it successfully engaged and attracted the audience, while including all the necessary elements and information.
For the editing of our video advert, we decided to use straight cuts throughout in order to create realism and a natural tone, showing off the reality of how our drink makes you feel. By researching and watching existing campaigns, we felt this was the most necessary action as it upholds naturalism and a sense of reality. However, for some parts of the video the cuts are more often and rapid then the rest to show the action and energy delivered from our drink. The fast pace editing allows the audience to mirror the tense action from the video, such as the tracking shot of the running feet. For shot types, the majority will be of a mid or long shot to show off the location (astroturf) and actress. This will tell a lot about the video and the product, that it will help with showing off the genre and vibe of this drink. Where as, the closer shots will be when we want to create some form of tension (such as her intense face when she's about to score the goal) to allow those feelings to be mirrored onto the audience, or when we want to heighten somethings importance, such as the can of drink as the end.
Additionally, the client brief states, "aiming at a retro audience of 30-somethings who mostly had cans when young as well as major audience of young people aged 13-18". This requirement was a vital part of our campaign planning as we had to make sure that the content we provide is suitable for this age group so that they will be entertained and attracted to the advert and want to purchase the product. For this reason we planned to use a talent that is of a similar age as the audience so that they can relate and feel comfort in the product. 
It was important for my group and I to focus on creating these campaigns to be age appropriate and not too immature and childish, all while incorporating the red colour of the drink that was stated in the brief. We did this in the pre-production by creating visualisation diagrams and mood boards to ensure that we creatively met these requirements as it's crucial to attract the correct audience otherwise the advertisement could fail in its aim. The mood board helped us to create a magazine, billboard and video advert that isn't too immature by remaining a neat and clear layout which isn't too busy and clustered. The youthful talent featured in our campaigns, and the mood board inspiration of sports and energy, helps keep the 13-18 year old audience attracted, and the retro audience of 30 year olds to feel youthful and nostalgic when looking at our adverts. The mood board also helped us choose what music would appeal to the target audience as we wanted to make sure it wasn't too immature, but also not too old and classical. The key was in the adjective 'retro' as it helped us visualise the music we wanted to go with in the video advert which as an upbeat, feel-good backing track.
The use of social media account links and the PhizzWizzard website further allows the audience to access the company and drink online. The blend of different platforms doesn't only help the brand grow and be easily accessible, but also favours both the young 13-18 years olds, and the retro 30 year olds. This is because with the growth of social media in todays society, the young generation may be more likely to follow the social media accounts and share it amongst their friends. Where as the retro 30 year olds may be more likely to visit the website on their laptop or tablet. The USP of the QR code is also vital in engaging and interacting with the audience as they can directly scan the QR code and instantly access purchasing the drink online. This is fun and can be shared online so that loads of other people recognise it and urge to be involved. Nonetheless, all of these features can be accessed by anyone on any platform, which is key for growing the brand and letting the public know of any upcoming sales and releases.
The brief stated that it has to be sold in a can and be red in colour. My group and I wanted to emphasise the can of drink as that is the most vital part of the campaigns and the item which we wish to attract the audience to. For this reason we visually made the can of drink red in colour (as stated in the brief) but with a strawberry (to show off the flavour) and icons of different sports equipment (to show the sporty purpose of the drink and the energy and excitement it gives you). In the magazine and billboard advert we placed the can of drink on the hand on the talent, and in the video advert this is also seen in the final scene as well as throughout different parts of the video. We visually enlarged the can of drink so we can focus on it and show off its significance - also highlighting the liveliness and power radiated off of the drink. This requirement was also met during our pre-production plan of the visualisation diagram. We spent time and effort ensuring the can perfectly meets the requirement and is positioned in a way that engages people and makes them urge to purchase the drink. 
We made the billboard advert large, spread out and clear so that it wouldn't overwhelm the audience. As billboards are placed in public we wanted to make sure that it would be eye catching (through the use of colours and catchy slogan) so that our campaign will stand out without being too clustered. Passing audiences can include both 13-18 year olds and retro 30 year olds so versatility was vital in attracting people when they are out in public. The visualisation diagram created in pre-production fully hit the final product as we used it as a guideline and to ensure we met everything perfectly. The mood board also helped with the imagery and colour palette.
Additionally, we inputted our four social media accounts alongside the icons for each platform (Facebook, Instagram, Snapchat and Twitter). This is because in todays modern society, many many people are heavily involved in technological convergence and social media, therefore allowing our product to be viewed and shared digitally over the internet. We also position the brand logo (Carter Soft Drinks) into the top left, alongside the price (50p). This is so that we can create brand recognition, and show off the cheap, affordable price of our drink - allowing the audience to urge to buy it. We were inspired by the existing CocaCola campaign and their use of logo.
Billboard Advert:
The slogan we came up with ("One sip can be the extra hit!") is quick, catchy and tells you a lot about the type of drink and that it is full of flavour and fun. The idea is to make you feel better, in turn making your practical performance better. We also placed it coming out of a speech bubble from the can to show the excitement is radiates.
The name of the drink 'Phizzwizzard' was placed along the top so that it could catch the audiences eye when passing the billboard. The font is red in colour and connotes the strawberry lace flavouring. We also hoped that this will create brand awareness where people will be able to easily identify the product and brand, just like Fanta and CocaCola.
Furthermore, we position the brand logo (Carter Soft Drinks) in the top left of our billboard. Unlike the magazine advert, we placed the price (50p) in the bottom left of our billboard to make use of the space and wider proportion size. These elements allow brand identity, especially as we included our four social media accounts for each platform (Facebook, Instagram, Snapchat and Twitter). . This is because of the technological convergence in today's society, allowing social media to be widely and popularly used. For example, if a social media influencer/celebrity viewed our campaign and enjoyed it, they may share this to their social media and encourage other people to buy the product. This all creates brand awareness and an increase in recognition.
Another convention we decided to include in our campaign was a QR code. This feature allows cross-platform access to our campaign, with more information and aspects online. The growth of technology allows this creative trait to provide interaction and a direct link to purchase the drink, making it easy and rememberable. The "Scan me!" personifies the QR code, making the audience feel directly spoken to and interactive with the advert which makes the wish to scan it.
Video Advert:
advert. In our opinion, we carefully spent time during the pre-production to plan the video so that it successfully engaged and attracted the audience, while including all the necessary elements and information.
As far as music goes, for the start of the video advert we didn't include any music and just let the natural diegetic sounds play out of the football, breathing and general outside nature. However, once she sips the drink and experiences that burst of flavour and excitement, the upbeat music, non-diegetic will start to play to engage and enliven the audience. We don't wish to overwhelm the audience and take away from any of the important aspects so we decided not to include any speech apart from one simple voice over saying "Don't give up!". This is so we can relay that positive message to the audience and show them that giving up gets you no where. We also are going to include a voiceover in the final shot which relays all the important features such as the 50p price, slogan and online access. The non-diegetic voice will be upbeat and engaging over the softer background music so that the audience can be intrigued and focused. The ending of the San Pellegrino advert inspired this ending voice over as it feels like you are being directly spoken to, urging you to purchase the drink.
In the final shot, the image is similar to our magazine and billboard advert so that all three campaigns are linked, creating brand recognition. This allows room for our slogan, company logo and social media accounts to be inputted. Throughout the video we hoped to have gained the attention of the audience, making them want to do nothing less then purchase our product by the end of the video. The pre-production was vital in planning these links so that we could have a consistent message throughout all of them and uphold all the code and conventions required.
D2 (U20): Demonstrate how the technical and aesthetic properties of the media component meet the brief.
As stated in the client brief, Carter Soft Drinks asked to make an advertising campaign for their latest fizzy drink named PhizzWizzard. We ensured that this requirement was met throughout all our campaigns by clearly including the brand logo and identifying the name of the product. My group and I carefully made sure that our pre-production was thorough and perfectly represented what was required, while remaining attractive and engaging to the audience. We made sure that the product name (PhizzWizzard) was of a large text and red font to show off the strawberry laces flavour. We also positioned the brand logo in corners to fit neatly and recognisable, gaining brand acknowledgment and awareness. In the final scene of the video advert we also made sure to have these elements shown so that we can successfully meet the brief requirements. The brand logo and product name spins into the shot which instantly grabs the attention of the audience and incises them. The storyboard in the pre-production process really helped with guaranteeing that this was met as we found a way to incorporate these elements while remaining entertaining and engaging to the audience, making them urge to buy the can of drink.
Additionally, the client brief states, "aiming at a retro audience of 30-somethings who mostly had cans when young as well as major audience of young people aged 13-18". This requirement was a vital part of our campaign planning as we had to make sure that the content we provide is suitable for this age group so that they will be entertained and attracted to the advert and want to purchase the product. For this reason we planned to use a talent that is of a similar age as the audience so that they can relate and feel comfort in the product. 
It was important for my group and I to focus on creating these campaigns to be age appropriate and not too immature and childish, all while incorporating the red colour of the drink that was stated in the brief. We did this in the pre-production by creating visualisation diagrams and mood boards to ensure that we creatively met these requirements as it's crucial to attract the correct audience otherwise the advertisement could fail in its aim. The mood board helped us to create a magazine, billboard and video advert that isn't too immature by remaining a neat and clear layout which isn't too busy and clustered. The youthful talent featured in our campaigns, and the mood board inspiration of sports and energy, helps keep the 13-18 year old audience attracted, and the retro audience of 30 year olds to feel youthful and nostalgic when looking at our adverts. The mood board also helped us choose what music would appeal to the target audience as we wanted to make sure it wasn't too immature, but also not too old and classical. The key was in the adjective 'retro' as it helped us visualise the music we wanted to go with in the video advert which as an upbeat, feel-good backing track.
We made the magazine advert similar to the billboard to create brand awareness. We felt that a magazine advert is more likely to be viewed by the older target audience due to the printed, traditional advertisement. Despite this, we still included all the same elements (such as the QR code and social media links) so that anyone can access it and be involved in the campaign, and all adverts will have an equal chance of attracting the audience to purchase the drink. The mood board we created in pre-production helped with the imagery and colour palette of the magazine.We also stuck to the visualisation diagram as it helped us to make sure we met everything that was required of us.
We wanted to make the video advert engaging and relatable for the audience. This is why we kept it realistic and minimal. We didn't want to load a lot of information and scenes onto the audience as then it would be less engaging. We found the perfect compromise of outdoor sport and the drink providing the girl with a spurge of energy and excitement. We felt that a video advert was not specific in who it was going to be viewed by as the older target audience could view it on the TV, where as the younger target audience could view it online or or social media. This is why we ensured to remain attractive to all ages, while keeping all the necessary requirement included.
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