Primary Research 1

R Whites Lemonade Advert.

Link to Advert

The narrative of the advert is about a middle aged man, waking up in the middle of the night, to get some of the R Whites lemonade. He is addicted to the lemonade and is trying to do it secretly, as if he shouldn't be doing it. He then wakes his wife and dog up and he is caught out but him and his wife then enjoy a glass of the drink. as well as narrative based, it is also performance based as he sings a song which rounds and promotes the advert as it becomes catchy to the audience. the characters are the main man, who is in his pyjamas looking sneaky yet excited for his lemonade. Then there is the wife who is also in her night clothes, stating that it's night time, and who looks shocked and confused to what she catches, but when he offers her some lemonade, she smiles acceptably.

The genre of the advert is mainly musical and dance as the man is singing throughout the advert and dancing his way down the stairs, promoting the product through song. due to this, the genre of comedy is introduced as the man is singing and creeping down stairs, in a quirkiness way, to the lemonade.

The target audience for the R Whites Lemonade commercial i believe, demographically is for ages 20-30, aimed at both genders. this is because the cast is a young middle aged couple and a pet dog, relating to the norm of the audiences family home lifestyles, as they will be beginning to settle down in a home with partner. also the advert shows booth the man and woman happy with the lemonade drink, making it clear it's satisfying to both genders.the Socio-economic audience would come under middle-class and upper middle-class as the advert is set in a regular household, yet the speech is very formally spoken and with the cast's pyjamas .designed smartly. For example, the man is wearing a non-creased shirt rather than a baggy night shirt. i think they chose this group for a target audience, to portray the lemonade drink as an upmarket product that everyone can have as they make it a funny advert with this upper/middle class man, giving into the drink and making fun of himself to get it. therefore the VALs audience would target the experiences, as the producers of the advert make you want to try the drink as this man claims his addiction for it, therefore wanting to see what its like.

Institution of R White's advert includes winning advertising awards and being on the TV from 1973-1984. Also Ross Mcmanus wrote and sung the rememable theme tune to the advert, with his famous singer son, Elvis Costello, singing the backing vocals. Unfortunately I had no luck in finding the production company or director for this advert. however, it was done to promote the drink which it did very effectively with the song alone.

Language in this advert includes very little post-production effects which may be due to being filmed just under 40 years ago, therefore productions didn't have as much advantage as today's. The editing in the advert is simple yet effective with continuing editing long shots, cut to the beat or to the lyrics. For example when he goes to open the fridge, the camera angle changes showing the close up of the door opening and the revel of the lemonade, whilst the lyrics,'R White's Lemonade' are sang. Cinematography includes close ups of the lemonade, getting the brand and product across to the audience and also wide shots, establishing where he is and whats's occurring. for example, the shot of downstairs looking up the stairs with him walking down, clearly shows the audience the of him coming down in the middle of the night from his bed. the advert then add in a freeze frame on the final shot of them both, the man and his partner, smiling as they enjoy and share the lemonade,to let the audience have time to take in the shot and the meaning of it creating happiness.

Mise-en-scene in R White's commercial is with the location in a modern, at the time, family sized house with dark lighting tones. this sets the scene and shows the audience it is night time in a middle-class household. the only main props involved is the lemonade product and a glass, to keep the message simple to the audience that the advert is about this lemonade and it's the only thing that matters. the costume's in the advert are very important as it define's both the character and what time of day it is.
They are both wearing pyjamas showing it's night time yet the clothing in smart and neat, showing their upper-middle class status and also the man is wearing glasses, making him look rather quirky, added humour to the advert as a whole. performance in the advert is what makes the genre's and promotes the product, as it's the man's excitement and quirkiness that makes the advert a comedy, as well as his dancing. this is portrayed as funny as he is a upper-middle class formal man, getting silly over the lemonade. also his overworked miming expressions are also funny. the cast both look happy when they share the product, revealing the goodness of it to viewers. Lighting is dark in the ad to determine the time is night yet when he opens the fridge, the fridge's light is over exposed onto him with his lemonade, representing his love for the drink, that it means a lot to him so should be in the spotlight. the sound is mainly non-diegetic as it is the theme tune playing throughout the advert with the man lip syncing it. the sound is parallel to the visuals and is upbeat, adding to the adverts comedy and musical genre. Diegetic sound is added at the end with him offering 'R White's Lemon' to his partner.

The ideology of the R White's advert is to portray the message that the lemonade is so good, it can be additive. They show this through the man's eager and excited characteristics yet through the lyrics of the song also, 'I've been trying to give it up'. the producers take to making fun of addictions by resembling the lemonade to a drug and as a naughty yet irresistible drink, with the man waking up and having the creep down the stairs singing, 'I'm a secret lemonade drinker'. 

In this advert, you see the R Whites Lemonade, which is represented as an addiction and the best product around. this is represented like this with the man singing, 'I've been trying to give it up but its just one of those nights', referring to the lemonade like an addiction. its portrayed this way for the audience to see what effect it has on this man, showing that it must be an amazing drink if he can't get enough of it and is thinking about it at night. 

The man in the advert is represented as a middle aged man who can't sleep because he is thinking about the lemonade. He is seen Sneaky about what he is doing yet is excited when getting towards the fridge for the lemonade. This is portrayed by the man creeping down the stairs slowly, stepping over his dog saying 'Shh', while dancelike shrugging his shoulders singing with excitement on his face. He is also represented as a witty man, which is done by his singing about the lemonade. This is done to add humour and promotion to the product.

In conclusion, i believe this advert is very simple yet very successful, which it has evidence of, running on the TV for 11 years straight. The catchy comical song and the man's quirky characteristics including the lip syncing and dancing, makes the advert remember able and fun to watch. 

Coca-Cola Zero Advert.

Link to Advert

The Coca-Cola Zero advert is part of a series of adverts based on the product. This advert in particular, is called 'The Date' and is set out like a short film. The narrative begins with a Regular yet attractive man in his early twenties, playing football with his mates. The producers introduce him as,'the hero' and we establish he is the main character. He then gets himself a coke zero, when his phone rings. this is where we meet the date, a young, attractive woman, who is in another  location waiting for him. he has forgotten and then we see the coke kick in, inside his body. he then becomes the hero and has a swat-like team grab him and put him in a coke zero van. they then freshen him up and get him ready for the date. This is all set out like an action movie, with then speed boats and helicopters getting involved. Then,'The jerk' is introduced, who is represented as the bad guy, trying to steal his date. the man then lands in the girls location and sticks, what looks like a plunger, to the bad guys head and he is scooped away by the helicopter, adding humour into the action advert. the advert then finishes with him scooping the girl away by parashoot with fireworks going off.

There is one genre to the extreme in this Coca-Cola advert, which is action. You can see it is action from all the vehicles and swat teams introduced, with the post production slow motion effects and explosions and most importantly, the fast beat backing music. The advert also has the same characters that a action film would involve being, the main good guy, the bad guy, and the girl he wants, along with the swat teams. i think this is done like this to portray the products genre as an action. 

The target audience for this advert, demographically, is ages 14-22 and of both genders. I think this because the cast are very young attractive adults which appeals to the age group as they are at the ages where they like to see attractive people on the TV. Also I think its aimed at both genders as the males will enjoy the action and thrill of the advert, such as seeing the speed boats and helicopters as well as the soundtrack and action like cinematography, such as the explosions. whereas, the females will enjoy the main male in the cast as he is attractive and they show him as a sexual attraction by the shot with him with his top off and him playing 'the hero' getting the girl. the socio-economics target audience would be most classes as the lower-level income would be the students of the ages they are targeting, yet also aimed at lower-middle class, as the man is portrayed as a regular everyday guy at the beginning. However, as time goes on it can relate to middle and upper class as the locations and vehicles are seen as luxurious with the blue seas and the palm trees. also the location of where the girl is; an outside bar with a pool, overlooking the beach.
Aspirer's would be targeted from the Young and Rubican's four consumers audience also, as the coca-coca zero product is branded all over the advert relating to the audience wanting the brand labels they see and also the man in the advert gains much self esteem and status through the product which is want this target audience group wants.

Institution of this advert includes the production company being, 'Hundred percent film production' and director, Martin Werner, who has also done work for SAS airline company which had similarities which the attractive cast and action like genres. he has also done the other coca cola zero adverts which all have the same impression. the advert was made for the coca cola company to promote the coca cola zero drink.

The Language is a huge part of the advert including the dis-continuity editing done through montage showing the main travels of the man's adventure cutting from the speed boats to him getting changed to the helicopter landings. The cuts are short and quick adding effect to the action genre the advert is trying to portray, as action is all very quick. Also there are cross edits where the producers show the male's present doing and the woman's, next to one another on the same screen shot. this give's the audience the contrast view, showing the woman in a relaxing calm place while the man is on this big action adventure to get to her.
The advert has titles and after effects added in to make it like an action film movie with  titles such as: 'The impossible made possible'; 'Real taste, Zero sugar'; 'It's possible' and then subtitles introducing the advert, 'The Date', and characters; 'Our Hero' and 'The Jerk' with editing freeze frames on each one. this once again gave the audience chance to get to know the characters and their role in the action advert. special effects are used throughout the commercial including fire explosions on the titles and fireworks portraying the perfect ending with the good guy winning. I think these effects are added in to excite the audience more and add to the action genre, over exaggerating the cokes power. ls the helicopter and the stunts are CGI which is done to overact the drama and action. also it is CGI so big stunts can be done that wouldnt necessary be possible in reality, such as the helicopter plunger on 'the jerk's' head, relating back to the slogan of, 'It's possible' with coke.
Cinematography is widely used to portray the action film feel in the advert with short shot cuts and mainly use of wide shots and mid-close ups of the action. for example, wide shots are used the exstablish the travels of the man, such as the movement of the swat van, through birds-eye and panning shots, and then then boats travelling towards the helicopter. It helps the audience understand the narrative and travels more so.  mid-close ups are of the man to keep attention on him, and of the quick shots showing the Coca-Cola Zero brand logo, on the swat teams bullet proof jackets and the vehicles, portraying the power of the brand to bullet proof extent.  close ups are used when the man grabs the coke out of the fridge showing the importance of the product in the advert and that the coke is the main character ahead of the man himself.The camera is always moving and never still, with pan, crane and tracking shots going on at all times. this makes the scene look busy and packed with action. examples of these shots are the panning shot of the man sweeping in from the helicopter, from a low angle; the high angle tracking shot of the van along the roads and also even panning shots of when the barman addresses the woman of 'the jerk'. this also therefore makes even the calmest parts of the advert look eventful. there are also many point of view shots from the man such as when he is grabbed by the swat team we see almost from his eyes, making the audience feel part of the advert.
Mise-en scene includes the location beginning in the football pitch portraying the happening of the man and the time of day, being midday and the man just finishing a game of football with his mates. This portrays the ordinary day-to-day life of the man, showing his a regular man. then we cut to the girls location in an upper-class posh outdoor bar which we can see from the pool and smart clothing. once the film like titles are done and the coke is drank, the locations change to the streets, to a mountain side road, to the ocean, then sky and then then bar where the male and female join locations. These variety of locations show the travels and extents that this man has gone to, to reach the woman on time. Also it squeezes in much locations in the advert, to show the busyness, resembling action.
Props include, most importantly the coke bottle itself which is involved in close up shots throughout the advert, reminding the audience what the advert is for and that that is being made possible, because of this product. Also the mobile phone to then introduce the woman and the watch to show that he is low on time. also the drinks at the bar to simply establish that it is a bar, setting the scene more so.
costumes begin with the man in casual clothing of shorts and football socks setting the scene that he's been playing football, and a tight black vest top, slightly showing his figure, showing off his attraction to target the female audience. Also the black vest top portrays slightly of what's about to come with black resembling the powerfulness of what's about to become inside of him. once the coke is drank and the action and travels begin he gets changed in the van with his clothes being ripped off, targeting the female audience once again and then is turned into one of the swat men full with his bulletproof vest and black clothing resembling power. this portrays what the coke has done for him. the woman is wearing a black dress to set the scene of the upper class bar more, portraying her as an upper class woman black showing smart formal dressing and a similarity of her and the male. Lastly, the jerk is wearing a brown blazer and a bright cheesy shirt representing him as a man with no style and as a daft man.
the woman is very smiley showing her personality as friendly and sexual to the male audience and with the man doing the same smiling and then keeping a dark straight face coming across as sexual to the female audience and then powerful also. the lighting is overexposed throughout the advert, making the black coke zero vehicles and man's costume stand out the most showing the important objects and persons in the commercial.the main colours in the advert are black white and red which are the colours in the coke logo, therefore keeping the coke theme throughout the advert maintaining the idea of the coke being this power.

Sound in the advert includes the non-diegetic sound of the upbeat action backing music and then the helicopter engine noises, bottle opening, ringing of phone and voice overs for the titles which are characteristics of a typical action film. Diegetic sounds include speech from the characters adding to the narrative of the advert and also the swat team shouts.




This advert has some intertextuality of the film, 'Mission Impossible' as they even name the beginning of the action, 'The Impossible made Possible', which is what the result is to the mission impossible films. in this title also, a bike comes crashing through the titles which looks very similar to a shot in the mission impossible film. Also 'Mission Impossible' is an american action film also with explosions, expensive vehicles and attractive actors. they also wear very similar costumes. the advert resembles a film so much that at the end of the advert when the slogan is shown, it is represented as a film reel with the flickering and non-diegetic sound of the flicker film reel playing.

The ideology of the Coke Zero advert is portraying the message that anything can be possible with the coke zero which is shown through the slogan, 'It's Possible' and the producers creating the short action film and presenting it named as, 'The impossible made possible'.this makes the ideology of the branded product to be a cool and must have drink, to give you the power of this man. this is shown by when the man drinks it, you see the effect of the drink through the upbeat action music and the titles with the explosions in background kick in, changing the mood of the advert completely. It also sends the message across that the coke zero still has the same effects as the regular coke and makes it into a positive to the audience of who have doubts about the coke zero. This theory is portrayed by the end of the advert, with the titles, 'Real Taste, Zero Sugar' and also the entire advert showing the effects of the non-sugar coke still able to have all the power. The power being represented through the swat teams and high end vehicle motors.

The Main man in this advert is firstly represented as a normal young attractive adult by showing him playing a game of football with his mates. Then once he takes a sip of coke zero and realises he has a date to get to, he turns into, 'The Hero' which is shown by the producers stating it like title credits. he is portrayed as a attractive hero for the audience to feel like the drink shall make you cool and as the advert's slogan says, to feel with this drink, the 'impossible is possible,giving the audience a message also. 

The Coca-Cola Zero is represented as a ice cold amazing drink, that can change your mood and give you strength and maker the impossible, possible. This is portrayed firstly, with producers having the slogan, making the impossible, possible and also when he drinks the drink he goes into hero mode, whereas before he is relaxed. the coke is portrayed as ice cold with the grabbing out of ice bucket shot in glass bottles which is done to make the drink look more appealing and fresh. Lastly, the swat team all have coke zero written on them and the vehicles portraying that they are the coke product which is done to portray the powerfulness of the drink.

In conclusion, I believe this advert to also be very successful fully packed with action and certainly gets across the action movie genre and the message that the impossible is possible with the powerfully portrayed coca-cola zero drink. This advert targets a large audience as it caters for both genders successfully. 

Secondary Research

Dr Pepper Cherry

Link to Advert

The target audience for the Dr Pepper cherry advert is mainly ages 14 - 21 because of the young, fun vibe the advert portrays, with famous singer from the popular pop band, the black eyed peas, while also using their music,which is targeted to this age group as well. I think its also targeted more towards teenage boys and young men. this is because the advert uses, Fergie, an attractive young famous woman and she is portrayed sexually in the promotion. for example, the advert shows her in sexual clothing and she looks direct at the camera. Also there is a clip towards the end showing her removing the cherry stem from her mouth, tied in a knot, which many people will know this trick has  myth behind, which is that the tongue is a strong muscle and people say that they are good kissers. Therefore, this will appeal to young men and teenage boys.

This advert could also target girls of this age, as they may want the drink if they see a famous, attractive woman they look up to , which may make them want the product, to be like Fergie.

I think the producers grab this target audience using a lot of sexual reference's with Fergie making the drink product look good and as a must have drink. example's of this include her picking up the can, opening the can and bringing it towards herself in a slowly and sexy way, yet also to the beat of the music. This then has an effect on the target audience as they then notice the sexy beat and soundtrack which then engages them even more as it adds effect and atmosphere onto the visuals.

Advertising techniques used in this Dr Pepper Cherry advert include 'Snob Appeal' and 'Testimonial'. Snob Appeal is used in the commercial with Fergie looking glamorous and done up to perfection, with make up and costumes. Therefore, making the product look glamorous and luxurious as a big star is shown with it. producers also use testimonial as a technique, with the black eyed peas star promoting the product to the audience and her fans. they also use their website to promote the product with the snap shot above. this is a app where you can have a picture beside Fergie, which fans and the target audience may be interested in doing.

The logo is the well known original Dr pepper logo and then cherry is adding in an italic smooth font adding effect on the sexual theme and there is also cherry's placed beneath it. the slogan is also in this font which says, 'amazingly smooth'. the colouring is bold red, black and white colours, relating back to the theme.

Apple Tango 

Link to Advert

I think the target audience of this commercial is males aged 14 to 30 and of lower to middle class. I believe this as the advert has a ordinary male starring in it and a man voice over which is spoken just like a football commentator with a informal mode of address. This then relates to males as they would be the target for football games also. also it is commentated just like a football game would be. For example, when he falls in the bath, it then resembles a goal in football.  the reason the audience is a wide range age, is because most males enjoy football and also the man in the add portrays a middle aged man. 

The producers of this advert have targeted the audience very well, as it is a comical advert, which appeals to men and also the voice over commentator getting loud and excited when the man finally drops into the tango bath, portraying men at a sports game when a player scores. Also the dark lime green and black colours of the logo are very manly colours. The producers also use enigma as a persuasion language, by the product is not revealed until the very end, with only small guesses in the advert, such as the first establishing shot, showing the apples and jug.

wit and humour is used as a promotional technique from the commentating, to the man going into the tango bath, to then the slogan of, 'you know when you've been tango'd'. As this is a witty comment relating to the man slapping into the bath with the tango falling back onto him. I think the slogan also is an technique for promotion because this has turned into a well known phase over the years, as they use it in all their adverts and it sounds humorous to say. The producers have targeted more of a sports theme throughout the advert while adding in humour, as the jumping into a bath of tango is seen as a fun idea. 

The logo relates to the product's slogan as it show's an open lips which is green like the apple tango drink. this resemble's the slogan's message as it portray's to the target audience that the person's lips has been drinking the product, therefore turning the person 'tango'd'. It also has green bubbles coming from the apple showing that it is a fizzy drink. The background is black to exaggerate the foreground. 

The slogan is, 'you know when you've been tango'd', showing that the drink is a powerful drink and is comical when relating to the advert. The writing is in green, once again relating to the flavour and is in a child-like font, relating to the silliness of the advert. They also add the website on the advert for extra promotion and sales. Lastly, the bottle itself is promotional to the audience as it is a fun and different shade, when compared to other fizzy drinks.

Lucozade

 Link to Advert

The audience of this Lucozade advert, in my opinion, is towards 14 - 19 year old, of both, male and female sexes. I think this firstly, because of they age range of the young cast within the advert and also because of the energetic vibe and the backing music. The producers have targeted this audience as they are young and wanting to be out their energised, in which they will get this drink. the producers get the target audience by using modern dance music,'Louder'' and use post production effects where they go with the beat fast-forwarding and slow motioning clips, which makes it more interesting to watch and creates a party atmosphere. They also show modern 'cool' sports, such as skateboarding and roller skating, which appeals to young people.

Techniques uses to promote include facts and figures, as towards the end it shows it has 'less than 50 calories' in. it also uses the song to promote itself and also promotes the song, as it show's credits at end. This gets the audience to become aware of the product as when they hear the song on the TV, they will watch the advert. The producers also use the 'YES' slogan as a campaign to promote the drink.

they have mainly targeted sport and health groups in the advert, showing the high volume of movement and fun, yet also making sure they put in the '50 calories' shot. You could also say that they have targeted aspiration groups as they force on the audience the 'YES' campaign and the beat and dancing gets them feeling positive.

The logo is very bold in all areas, with the brand name in bold sharp letters and then is placed inside an arrow like shape, almost like a rocket shape. this shape could then force the bold, powerful theme ahead more so, as a rocket is the most powerful vehicle machine known of. the colours are yet, light and enthusiastic, with light blues and yellows. This then relates to the energy drink as the logo is portrayed as powerful and energetic, making the consumer believe that the product will make them feel like this. 

The slogan for the Lucozade advert is 'YES', which is about inspiring the audience to aim and do a 'YES' moment for themselves. the slogan relates to the advert as you see one girl at the beginning and then she gets everyone to join in and show off their talents and you see how good they feel about this.

Mini-Coke

I think this coke advert is targeted at 16 - 27 year old woman. I believe this as it is photographed, portraying cupcakes, something like you would see in a baking magazine, which are targeted at woman. Also cupcakes and the flowers are aimed at woman as a stereotype with the elegance and posh maturity of the photo. For these reasons, target audiences could also be middle to upper class. Also females and higher people in the society, are attracted to petite objects and potions.

By putting this advert in the paper, the middle and upper class are more likely to see it as they may be busy people, with little time for TV. The producers also resemble the cokes to cupcakes as they are feminine and portrays a light treat, as if it's ok to treat yourself to a small coca-cola. the producers use the technique, 'glittery generalities' by making the cokes look high class and trendy, like a must have. they do this by the mature photography with the background out of focus and also with the small portions upon a cake stand.

The logo is the classic Coca-cola sign, which is written in a soft and smooth font, with joint letters. it then has a white sparkly swirl line at the side of the writing, with the sparkles showing that it is a fizzy drink. the white swirl line also resembles a shiny product. For example, when an object has a bright light on it, it bounces back the light causing a shine. therefore it could be said that the producers try to portray that that product is a star in the spotlight. the colours are white and background red to boldly stand out.

Fanta

The target audience is teenagers to young adults aged 12 to 19 of both sexes. i think this as the poster advert and TV advert is themed very vibrant and fresh, relating to the young people's personalities. Also in the TV advert, there are character's texting and socialising portraying the target audience's day to day lives. Also it is all modernly done animation which is an up and coming technology, which relates to the Fanta portraying that it is a must have up and coming drink. Also young people always like to be up to date with technology's.

The adverts producers have targeted these groups by using the vibrant colours, such as oranges and yellows, as it attracts the young people's eye. also in the poster, they show that Fanta will make you fun. For example, the mouth is open, with the Fanta coming out and making a funky shape, with flowers and fun fair like wheels, growing out of it. The lips may also attract the audience's eye, aiming more towards the males for the sexiness. the groups the producer's have specifically targeted is trendy and cool, using the colours and new technology and retro style in the adverts. Techniques used to promote include Glittering generalities, making the audience feel trendy and cool with the purchase of a Fanta. 

The logo is simple yet effective, with the brand's name written in blue squeezed together, portraying the squeezing juice of an orange. the is also done in a graffiti like style, once again relating the the youth audience.then an orange circle portraying an orange is put in the background. the logo is outlined in white and white outline is also placed with the brands name, making the logo and blue writing stand out and look fresh. a leaf and orange is then placed within the logo, stating the ingredients and extra flavour, with the leaf resembling a fresh flavour, such as mint. 

http://www.youtube.com/watch?v=eKPBiplRYkg

Primary Research 2

Questionnaire.

Questionnaire Results

Question 1

For question one, the majority of people found Nerds the funniest with 5 votes and weird people shortly behind with 4 and cool people with only one. therefore i will use a nerd as my main character but possibly add onto him some weird facial expressions.

Question 2

The colours green and blue both had three votes each and black had none, with red winning the vote of the drink colour that would stand out the most, with four votes. Therefore, I will make my drink red. 

Question three

The name Exhibit won the vote with five votes, with street and exposed getting one vote each and runner up with three votes, Intense. In conclusion i will go with the powerful name Exhibit for my product.

Question four

More people thought a glass bottle was appealing for a fizzy drink with five votes going for yes and four for no. I will place my product in a glass bottle to make it more appealing and fun. 

Question Five 

Daddy cool and Ice ice baby were the popular songs when I asked what songs are most cheesy and fun appealing to you. Daddy cool will be the song I use as it got one point over on Ice ice baby.

Question six

I will use bird poo to embarrass my nerd in the TV advert as it won by 8 votes compared to the 2 votes singing out loud got, when ask what's more embarrassing. 

Question seven

The slogan 'The experience is delicious' only got 2 votes compared to the eight votes 'awakening your taste buds' received  when asked which one was better. Therefore, I will use the winning one. 

Question eight

Three people preferred to 'to the point' adverts rather than the narrative adverts which received 7 votes. My advert will appeal to most of the audience, as i have set it as a narrative.

Question nine

Taste was more important than narratives of a product's advert, to the people I questioned, when it came down to buying the product, with eight for taste and two for narrative. My advert message's that taste is the main thing about the product yet also has a funny narrative, so appeal to all audience.

Question ten

When asked if the audience prefer a funny or serious advert, all ten voters voted for funny which made me happy as a was very set on doing a funny advert.

Interview.

What appeals to you in an advert?

The anticipation to see the revealing of the product.

The storyline.

An advert with lots of content in it.

When you have a cold fizzy drink at the end of a hot day, how would you describe your taste buds? 

It wakes me up. The flavours and the coldness just wake me up completely. A cold drink is something you always need to refresh yourself and give yourself a wake up call.

What do you think of the 'Exhibit' logo? (show her logo)
It makes it look like the product is posh and almost like it's on stage, like a celebrity. It's nice and bright easy to see.


What do you feel makes the product stand out from other fizzy drinks on the shelves?
I think the red colouring of the drink makes it stand out, along with the brands name as the word exhibit makes me think straight away that i have to look at it.

What do you think of when hearing the word nerd?
Boring, someone who studies alot and who doesn't fit in with the crowd.

What are the two most appealing things to you about fizzy drinks?
The taste and the how it can make me feel like it can quiche my thirst.

Thank you. (End of interview)

In conclusion, the person I interviewed seemed to find the taste the most important thing when it comes fizzy drinks, therefore I will make sure I advertise the message more so that the taste it the main aspect of the drink. She was also keen on an advert full of narrative and slow product reveal, which I will try to achieve with my advert. she gave me ideas on how to portray the boy as a nerd, including being an outsider.She enjoyed my logo and said to colour of the drink stands out which I was happy with, knowing that what i wanted to get across to the audience did so. Lastly, she gave me more confidence on the chosen product slogan, 'Awakening your taste buds', as she stated that after a long hot day her taste buds would feel refreshed and awake.

Develop Advert Campaign and Planning for Pitch

Proposal

My Idea for my TV advert is to advertise my drink product, 'EXHIBIT', giving the message that the taste is the key thing and also making fun of other drink adverts such as coke and red bull, by keeping it realistic and having the advert slogan as,' It might not make you cool, but it sure tastes good!'. Then the branded products slogan will be, 'awakening your taste buds'. my advert i hope should come across as a fun and witty ad as a good promotion for the audience to want to buy the product.


My advert will start out with a establishing shot of the outside of a college, for the audience to establish to setting and to have an idea of the types of characters they are about to meet, such as students. Then the nerd will be introduced, frustratingly playing on his games console. He will be sitting on a bench alone to show he doesn't have many friends and he will be wearing glasses and a tucked in chequered shirt with some jeans. this costume will portray his nerd stereotype as he will be dressed different and smart compared to the other students. the camera will pan up his body, then showing his facial expression and how he is important to the advert. the camera will freeze frame on him and then be introduced by subtitles as 'the nerd', using some intertextuality from the Coca-cola zero advert. sound here will be natural non diegetic sounds such as birds, game console noises and chatting from around him.


Then there will be a close up on his game console as it will say 'game over', which is where he stubbornly puts the console down and looks over at a group of popular students, all laughing and chatting to one another while drinking,'EXHIBIT'. you will see the drink in a mid-close up of one of the people drinking some. this will give the viewer an idea into what the advert's promotion purpose is but still hold them back for more. camera shots used here will include point of view shots from the nerd looking at them so the audience can feel part of the advert and also mid shots of the group and over shoulder shots. lighting will become only slightly brighter when camera is on them as they look like they are having a good time and they will be wearing latest fashion clothing such as jeans, chinos, nice tops, well done hair, make up ect. this will add to the popular stereotype. There will also be a freeze frame and subtitle here of,'The cool kids', to introduce and state clearly their role in the advert. the pace of the shots will all be regular length portraying reality. sound will be of them all laughing and chatting loudly yet some non diegetic noises too, of the bottles clinking together.


Then a close up of one of the popular girls will go to grab one of her bottles from on the floor and then without noticing, knocks one over, with it beginning to roll. it will roll and then stop at the nerds feet, where he will then keep looking at it temptingly. He will eventually pick it up and take a big gulp. Shots here will be alot of cutaway close up shots, to clearly show important things happening, by small things. for example, grabbing a bottle and then knocking one over. I will use a ground shot of the bottle rolling into camera and then showing it go out of camera, which will add tension and more creativity. also it will make the bottle look bigger and powerful. Then I will use a panning point of view shot from the nerd showing the bottle reach his feet. high angle shots and low angle shots will next be shown with the nerd looking down on the drink and then the drink looking back at him. this will create humour and with the drink low angle looking at him shots, the audience will be able to see his tempting and humorous facial expressions. lighting will be bright daylight here with no sound at all, to add to the humorous tension and to highlight the situation of the boy meeting the drink. mid shot will show him picking it up and a side shot will show him drinking it.


The nerd then shows a shocked and surprised grinning face which we will see through a mid close up. the camera will then zoom in onto his wide eyes, where he will look left to right. then a match on action edit will be used with the camera zooming out into a long shot of him in a modern car, with 'the cool kids' around him all bopping around him singing along to the radio song, 'Daddy cool'. this song will be used to portray him as cool through the lyrics and to get the visuals and atmosphere more upbeat, with the shots being much shorter along with the rhythm of the song. however, as it's quite an old song and quirky lyrics, the nerd turned cool, will still have in inner nerd within him. his clothes in this scene will change with him wearing jeans and a more casual and cool t-shirt on with his hair done well with some gel. This will show that his image has changed due to the taste of this drink, however, to keep it comical, his facial expressions will still be geeky when he is bopping and singing along, which will be shown through close ups on his face. other shots include high angle tracking shots and low angles onto him to portray his power, making him look inferior. they will all be holding their drinks in the air, keeping the audience focused on the product and a dreamy after effect will be added onto this scene to show it's imaginative.


This scene will end with the camera going in close onto the drink in the nerds hand and once again repeating the match on action shot, then zooming out of it into the next scene. The location will then show the boy back at the college bench, holding his bottle up in the air still, then realising, slightly embarrassed, what he is doing, then lowering his hand. A mid shot of the boy will be shown up until he realises what he is doing which is where the camera cuts to a long shot, then letting the audience establish the location and how he looks from far away doing this, adding comedy. The camera then goes back to a mid shot of the boy still looking impressed with himself and cool, bobbing his head still. He then face's the camera smiling and then winks, representing a cheesy and typical happy ending to the advert showing his happiness after drinking the 'EXHIBIT' product. It also involves the audience as he looks at the camera, therefore looks at the viewer establishing their presence. the music from the radio, 'Daddy Cool' is still playing as backing music here, at a lower tone and lighting is back to normal daylight but brighter than usual, portraying his happiness.


Suddenly, a bird poo's on his shoulder in the same shot which a non diegetic noise of the poo is adding in to clearly state what it is and then music is suddenly stopped. His facial expressions drop to a serious straight face and he slowly turns his head to his shoulder and then looks back at the camera annoyed as this has ruined his moment. This adds a comical and witty twist to the adverts message as it hits back to reality with the bird poo. Then the advert slogan titles come up on the screen with a voice over saying it which is, 'It might not make you cool, but it sure tastes good!'. The music fades back in here.


This leads to the final shot of  a mid close up of the drink product in bright lighting, with focus purely the product, showing it's importance and protraying it's fame with the brightness. The product slogan then follows the advert's slogan and is also voiced over, stating, 'EXHIBIT! awakening your imagination!'. the advert cuts to black.

Product brand development

The products name is EXHIBIT, which is developed from being a word related to benefit and power. also portraying the product as something that needs to be big and on show. 

The design is a glass bottle, making it more appealing and trendy to have. it's also a red fizzy drink  showing power and fun, yet heterosexual colour.

The slogan is, 'EXHIBIT, awakening your taste buds!', which portrays the drink as powerful and concentrating on the great tastes. 

the logo includes red, white and purple colours and is a clear shiny glass box with a white peddle stall inside, with the brand name, EXHIBIT, sitting on top of it. The word is portrayed as art in a gallery, relating to the meaning of exhibit. Also there are two spotlights in the corners shining onto the word, putting all focus on it. There is then a random purple shriek going under the word, portraying a twist of excitement in the drink. 

Target audience profile

Target audience Demographically is a 14 to 20 years old, of either male or female gender and of an English nationality language. socio-economical audience, they would come under students and/or of a lower-middle/middle class group as the age of the audience could most likely to be under these classes and the cast is portrayed as these. Also these classes are realistic of life which is what the advert shows. this then leads on to the VaLS audience groups which includes makers as they are practical and self sufficient which is what the lower-middle class people and students fall under. Also Expereincers are targeted as the advert makes you want to try the drink. Also the Fulfilleds and Actualisers are targeted as the Fulfilleds can find the advert funny and relate to the nerd not turning cool as this group is happy with their lives and jobs and got what they want, therefore not wanting a drink to change them like it doesn't to the boy. Also the Actualisers are realistic relating to the witty realistic advert message.  lastly, the Young and Rubicam's Four Consumers targeted audience is the Mainstreamers as the students, lower-middle and middle class would fall under this as it makes up 40% of the population. Also it could target Aspirers as the advert and brand portrays the product as an 'Exhibit', making it look important and something they must have.