Monday, 9 May 2011
Wednesday, 4 May 2011
Global Warming Advert Evaluation (AO4)
Makeachange.me.uk has commissioned me to produce a media product to raise awareness of the ways in which young people can change the way they live and their lifestyle. The change that I am going to be focusing on should have a positive effect on global warming and climate change.
My target audience was boys and girls aged 15-19 from a diverse ethnic background. It is very important to have a wider range of target audience which I am aiming to appeal to through my advert because I believe that this way I won’t alienate or exclude other people.
The campaign strategies I’ve used are surrealism and humor.
I choose this type of target audience because I can relate to them as I am at the same age range as my target audience and implement my knowledge, experience, ideas, thoughts and opinions when producing the advert to make it more appealing to my target audience.
Secondly, another reason is to differentiate and to enhance my adverts USP in the market as teenagers are the easiest attracted audience in the market. In other words, teenagers are easily influenced by adverts, entertainments and their message. Therefore, the advert will have a positive impact on them after they see and understand the message of my advert.
In addition, I also interlink my experience to the interests of my target audience as I have investigated through many primary and secondary researches what they may want to prefer for an advert.
Most importantly, I’ve decided to film my advert at a domestic setting because I felt that for teenagers domestic setting is where they spend most of their times and feel more comfortable in. Likewise, they will be more likely to make a change to their live and lifestyle and start saving energy by turning of all the electrical equipments they don’t need at their home.
The final idea that I have decided to produce as an advert is to make an advert that shows a young teenage character being irresponsible, immature and careless by wasting energy through the use of a laptop and a television which are leaved on without anybody turning them off. The character is listening music, playing around, emailing, and doing things for dispensable purposes. This means that more and more energy will be wasted for hours and she won’t give the electrical supplies a break by turning them off. As I’ve used surrealism and humour, the laptops then begins to yawn and turns itself off so does the TV at the end of the advert to connote, metaphorically, the message that they are just like human being and they become tired too and need a to turn off to rest.
I chose my second idea over my first idea because, first of all, idea 2 conveyed a messaged to my target audience and had an aim and a purpose, secondly, I received more strengths and positive opinions from my audience in this idea, it appeals more to my target audience as I’ve used many ways to attract and relate to them and the advert is relevant and original which means it conforms to the brief criteria.
Additionally, humour was in my quantitative questionnaire the highest percentage of response by my target audience which meant that idea 2 was the best advert that interlinked or related to the campaign strategy.
- My aim is to raise awareness, acknowledge and inform teenagers about saving energy and persuade teenagers to stop wasting too much energy on unnecessary purposes and always compromise as it make a change to our environment and our planet earth by advising them to be more responsible with their environment and the earth.
- The message of the advert is show the impact of using too much energy can lead to electrical supplies turning itself off within minutes and as a teenager you’ll be left without your important commodities. The message is also ‘’don’t leave your electrical supplies on for unnecessary purposes’’.
Basically, inform them that if they are being careless and irresponsible, global warming will have a massive impact on the earth and we, as individuals, will suffer from natural, unstoppable and unbeatable disasters.
- The purpose for making this advert is for teenagers to save energy.
There are ways which I could appeal to my target audience. This is by using teenage characters, lifestyle and a domestic setting.
How successful is your advert to appealing to your target audience?
1) The beginning of the advert is the established shot where it denotes my target audience the setting. This setting makes it very appealing for my target audience as they can relate to the setting. Meaning, it is a building with flats where ordinary people life and global warming could have an effect anywhere you may live.
This connotes that they will feel as if it’s their own house and the same situation could be happening to them, so they connect between the advert and their own lifestyle.
The conventions that it demonstrates are that it begins with an introduction. This makes the audience aware of what the purpose of the advert is and what it's about.
As the advert is like a narrative line it appeals more to my target audience. However, this shot doesn’t promote my message very well as it’s only the beginning of the advert.
The pre-production research was very helpful because I gathered all the information together which where needed for my advert and tried to implement them every time I filmed or recorded something in the scenes.
The conventions that it demonstrates are that it begins with an introduction, instead of showing someone doing something and making my target audience unaware and confused of what the purpose of the advert is.
As the advert is like a narrative line it appeals more to my target audience. The restraints for making my advert was that I could not make it longer than 30 seconds which meant that I had to get rid of some of scene which were too long or too elaborated.
This shot doesn’t promote my message well enough in this scene advert as it’s only the beginning of the advert.
The pre production research was very helpful because I gathered all the information together which where needed for my advert and tried to implement them every time I filmed or recorded something in the scenes.
2) Above is an established shot denoting the location and where the character is sitting which is in front of a laptop.
As you can see, the character has got lights on in daylight. The laptop is on charge which uses energy and she is wasting her time and electrical energy by doing unnecessary things and keeping the laptop on for hours.
The conventions in this shot are that it is an established shot which is usually used to show the audience where we are at and a female teenage character is used with a laptop in her bedroom.
This scene appeals to my target audience as it is in a bedroom, I've used a teenage character, where teenagers spend most of their personal time, a laptop which is a commodity for all teenagers. I've particularly used all these conventions so that my target audience can correlate to.
This scene promotes the message of a stereotypical teenage character who sits at home, doing nothing but being lazy and unproductive. As a result, of her not being active she wastes her time doing unnecessary activities which leads to her getting bored and having the laptop with the charger, lights or TV on for hours which wastes a lot of energy.
For this part of the advert the pre production research helped inform my decisions in the production process by informing me when, where to film, what props, customs and cast members I may require.
It appeals to my target audience as it displays all the well known mainstream social networking websites which my target audience are definitely familiar with. As it's an extreme close up from a laptop screen connotes that my target audience will become fascinated and involved with the advert.
The conventions that are demonstrated here are:
- the use of extreme close up to denote detail and basic interpretations of what's happening in the scene. - my target audiences' preferences to using humor as my campaign strategy.
- And, I've used the Means-End Theory which means that my advert contains an important message that leads my target audience to a desired end state.
This shot promotes my message very well as it conveys the message that teenagers can easily waste too much energy by leaving the laptop or other electrical appliances on for hours without realizing that it all actually consumes too much energy.
The pre production research helped inform my decisions for the production process by identifying what teenagers would typically do when they get on Internet and use it for other purposes other than essential work such as their homework, revision or coursework.
Most importantly, wasting energy in this scene indicates that it’s all about leaving electrical supplies on for nothing.
4) This is a point of view shot denoting the hands of the character as she is typing and the laptop starts to yawn. Immediately, shuts off before the character can even prepare for logging off the websites she is on. This is another shot which perfectly demonstrates my message as it explains the whole purpose and the meaning of my advert. The conventions that it demonstrates are the use of sound effects, close up shot, point of view shot, denoting a conventional teenage desk including the props such as the USB and the laptop.
This appeals to my target audience by denoting that the character is in shock when the laptop instantly shuts down. At the same time, creating this sense of humor by putting in the yawning sound effects makes the audience laugh and they'll easily be drawn in to it.
This is showing the impact of using too much energy which leads to an inefficiency in electrical appliances as they can 'metaphorically' get tired too. The use of surrealism and humor was very essential in producing my advert as it helped me make my advert more purposeful and meaningful. In advance, I could plan out in the pre-production schedule what type of sound effects would be most suitable for my target audience, where abouts the sound effects must go in the scene, is it appealing and humorous to my target audience and would it be successful? These are all the things which helped me inform decisions in the production process.
5) This picture is an full shot from the advert denoting the setting, the TV is off and the natural lighting on the background shows daylight.
Th conventions that is demonstrated are the use of the LED TV which makes it desirable, appealing and relevant to my target audience and the use of the full shot which enables the viewers to clearly see what's occurring after the character enters the living room.
This is very appealing to my target audience because as soon as the character enters the room there will be a popular song up from 'Adele/Someone like you'. The fact, that I've used this song is because it's a love song which can directly appeal to my target audience as they are at a life stage of emotional hormonal changes. In addition, the LED TV makes it more appealing to teenagers as they prefer and desire expensive commodities. Through my advert I advertise aawareness, knowledge, liking, preference, conviction and purchase.
This scene promotes my message very well as it's denoting the impacts of using too much energy and being irresponsible to your environment. The pre-production guided me to clarify this complete scene as I often got confused. The time of filming, planing and preparing was vital as it informed us with the decision making of my advert.
6) This shot type is a Full shot and the rule of three technique which fills the whole frame with the information and reinforces the logo, the slogan and the website.
The pack shot includes my logo and slogan as it's very important for my target audience to identify the logo and the slogan so they become familiar to it and I've made it this way so it appeals to my target audience. The website below will guide the audience to more information on Internet. Hereby, it will appeal more to my target audience as they are the majority age group that goes often on Internet and visit website that appeals or attracts them the most like social networking websites.
The pack shot is promoting my message very well as it clearly shows a logo and slogan that links to saving energy with the included website beneath it.
The pre-production research guided me very well as it informed me what my target audience exactly likes and what would actually appeal to them as teenagers relating it all to my advert production.
In conclusion, if I could do my advert again I would:
- try to film the whole advert in one day. However, if I needed to make any corrections I would create that similar scene using the same character who is wearing the same custom for that scene again.
- use more advanced technical facilities. For instance, using the most elaborated techniques like CGI to produce a comical advert and I would be more meaningful, concise and creative. For example, using the stop motion animation.
- prevent making any mistakes in my advert because the viewers can easily identify it.
- choose more than one character to make the advert diverse. This way it can appeal to a wider target audience.
- At last, choose another setting which is more suitable for filming and avoid distraction from other people.
Tuesday, 26 April 2011
Secondary Research (Ao2)
1) The average household could save around two tonnes of carbon dioxide (CO2) a year by making their home energy efficient.
2) Lighting an office overnight wastes enough energy to heat water for 1000 cups of tea.
3) A photocopier left in overnight uses enough energy to produce over 1500 copies.
4) Leaving a PC monitor on all night or all day wastes enough energy to microwave six dinners.
5) Switching off non-essential equipment in an office or in a domestic office overnight saves enough energy to run a small car for 100 miles.
6) A typical window left open overnight in winter will waste enough energy to drive a small car over 35 miles.
7) The UK with 1% of the world's population produces 2.3% of the world's C02.
8) German utility company RWE owns power stations in the UK and produces more C02 in a year than the whole of Spain.
9) If every home in the UK replaced a 100W light bulb with a 20W low-energy bulb, the amount of energy saved would be the same as that produced by the Sizewell B power station!
In most homes, lighting accounts for 10 – 15% of the electricity bill.
10) UK households use £1.2 billion worth of electricity every year on lighting.
11) Electricity consumption by domestic lights and appliances has nearly doubled since 1970 and it is set to increase by 12% to 2010.
12) If every house used 2 energy-saving bulbs in 2 of the four most used lights we would save enough energy to power all the street lighting in the UK.
How the facts and figures has helped me inform my ideas?
The facts has informed me very well by basing the topic or purpose of my advert on saving energy because I can see from the statistics that the amount of energy wasted on a daily basis seconds after seconds and hours after hours by millions of people is a staggering and shocking amount.
This means that the majority of households wastes energy irresponsibly and carelessly.
Most importantly, reasons to why I have chosen a domestic setting for my advert is because of the facts, figures and the statistics, it's their personal space where they can easily relate to and the advert can appeal to them. As teenagers they can link their experience to the advert as the setting is very ordinary, original and basic.
The main pionts which I have learned from the secondary research was for teenagers to turn off the lights and any electrical supllies that are not needed and through my advert it shows one household that uses too much energy despite the whole world wasting double the amount of that.
At last, most of the statistics has helped before I thought about the ideas of my advert and it sets an imaginative view about the real world of how irresponsible, immature and careless we, as teenagers actually are. The facts and figures through my secondary research has really helped me to inform me about my ideas.
2) Lighting an office overnight wastes enough energy to heat water for 1000 cups of tea.
3) A photocopier left in overnight uses enough energy to produce over 1500 copies.
4) Leaving a PC monitor on all night or all day wastes enough energy to microwave six dinners.
5) Switching off non-essential equipment in an office or in a domestic office overnight saves enough energy to run a small car for 100 miles.
6) A typical window left open overnight in winter will waste enough energy to drive a small car over 35 miles.
7) The UK with 1% of the world's population produces 2.3% of the world's C02.
8) German utility company RWE owns power stations in the UK and produces more C02 in a year than the whole of Spain.
9) If every home in the UK replaced a 100W light bulb with a 20W low-energy bulb, the amount of energy saved would be the same as that produced by the Sizewell B power station!
In most homes, lighting accounts for 10 – 15% of the electricity bill.
10) UK households use £1.2 billion worth of electricity every year on lighting.
11) Electricity consumption by domestic lights and appliances has nearly doubled since 1970 and it is set to increase by 12% to 2010.
12) If every house used 2 energy-saving bulbs in 2 of the four most used lights we would save enough energy to power all the street lighting in the UK.
How the facts and figures has helped me inform my ideas?
The facts has informed me very well by basing the topic or purpose of my advert on saving energy because I can see from the statistics that the amount of energy wasted on a daily basis seconds after seconds and hours after hours by millions of people is a staggering and shocking amount.
This means that the majority of households wastes energy irresponsibly and carelessly.
Most importantly, reasons to why I have chosen a domestic setting for my advert is because of the facts, figures and the statistics, it's their personal space where they can easily relate to and the advert can appeal to them. As teenagers they can link their experience to the advert as the setting is very ordinary, original and basic.
The main pionts which I have learned from the secondary research was for teenagers to turn off the lights and any electrical supllies that are not needed and through my advert it shows one household that uses too much energy despite the whole world wasting double the amount of that.
At last, most of the statistics has helped before I thought about the ideas of my advert and it sets an imaginative view about the real world of how irresponsible, immature and careless we, as teenagers actually are. The facts and figures through my secondary research has really helped me to inform me about my ideas.
Film Log (AO2)
As I started filming I began recording my established shot of the building where I wanted the viewers to think that the characters live. Then, when I showed it to my teacher I had to change it because I zoomed and the tracking of the camera interrupted the clear view of the setting. Also, because the outer appearance of the building looked very dull and unattractive, I went few blocks down the street and filmed other flats which were more presentable and flawless.
Following that, I then filmed the character from inside the bedroom where I had to tidy up everything to make it appear presentable and neat.
For the close up shot on the laptop I had difficulties filming the close up or extreme close up of the laptop because in the shadow of the laptop’s screen viewers could see me filming. Fortunately, I managed to overcome this barrier and hid that visible effect on the laptops screen somehow.
My experience of filming the whole advert was good but I had some ups and downs which have create stressful moments but my passion for filming kept me motivating.
As I was moving flats I had to film some part of my advert in another location but that location was miles away from the setting I was suppose to film at the beginning. Though, I am happy that every difficulty that had risen, I could find solutions for it which was handy.
Most importantly, some parts of the advert were easy and successful to film. But some parts where demanding and unsuccessful. For example, as I came collage at 4.00 pm and I started to set up the equipments and started to film the daylight outside my window became gradually darker and some scence as you can see from my advert that are recorded in day light but other in evening dark natural lighting which created a night effect.
In one scene my character was wearing another pink vest. Another day, where I had to film the same scene again and I had to go to Battersea Park Road to do so. My character was wearing another vest but pink and we didn’t have the same vest with us. Unfortunately, these mistakes were minor but the viewers would recognize as it’s obvious.
It is very important to make these corrections and improvements in the future because some scenes were filmed unsuccessfully.
Fortunately, I am happy that some scenes which I filmed came out successfully and as I wanted. Often, my main priority was to film on a sunny bright and warm day to denote some natural lighting in my advert which was helpful and successful for the overall outcome of the advert at the end. Filming in dark and shadowed times will make the lighting effect of the graphics on the camera screen unsuccessful and boring.
Overall, the filming activities and the experience were very demanding but joyful. I made few mistakes but I’ve learned from them for future reference.
Production Schedule (AO2)
Date/Time | Shots | Location | Cast/Crew | Props |
18/03/11 4. 25pm | Shot 10 and 11 | Battersea park | Mardjan as my main character | TV and Stereo |
19/03/11 2.00pm | Shot 12, 13 and 14 | Battersea park Road | Mardjan as my main character | TV, Loudspeakers, access to music and other domestic furniture. |
23/04/11 3.30pm | Shot 1 | Tooting Bec | None | None |
24/03/11 4.00pm | Shot 2, 3, 4, 5 and 6 | Tooting Bec | Mardjan as my main character | Laptop, desk, calendar, internet access, charger of the laptop, USB and a bureau. |
26/03/11 3.00 pm | Shot 7, 8, and 9 | Tooting Bec | Mardjan as my main character | Laptop, desk, lamps, lights, tripod, camera, cassette. |
27/03/11 4.00pm | Shot 15, 18, 19 and 20 | Battersea Park Road | Mardjan as my main character | TV and living room decorations. |
01/04/11 4.30pm | Shot 10 and 11 | Tooting Bec | Mardjan as my main character | Laptop and a desk Tripod, camera and shortlist. |
03/04/11 1.25pm | Shot 15, 16, 17, 18, 19 and 20 | Battersea Park Road | Mardjan as my main character | Domestic facilities such as TV, Stereo, tripod and a camera. |
04/04/11 5.00 pm | Shot 4, 5, 6, 7, 8 and 9 | Tooting Bec | Mardjan as my main character | Laptop, desk, chair, lamps, lights, camera and tripod. |
Shotlist from Maryam Latifi (AO2)
Shot | Description | Type of shot |
1 | Film the building of the location chosen for the advert where the character lives. Still shot. | Established shot and long shot. |
2 | Girl sits down at desk to surf on the internet. Music is on the background, doing irrelevant or unnecessary things which connotes that she is using a lot of energy. | Full shot and mid shot |
3 | Filming files on her desktop denoting her doing things on her laptop. | Extreme close up |
4 | Character’s face showing that she is busy doing stuff. | Mid shot |
5 | In this shot, you have to shoot the laptop starting to yawn. | Mid shot and a close up shot |
6 | And laptop shuts down automatically. | Close up |
7 | The female character looks shocked puts her hand in front of her mouth. | Mid shot |
8 | Types on the keyboard trying to turn the laptop on. | Point of view shot |
9 | The character still tries to turn it on by tapping on the mouse, and typing on the keyboard but it won’t work. Actress begins to get angry, stressed and frustrated. | Established shot |
10 | Girl walks off leaving the room. | Low angle |
11 | Filming from the character’s point of view the hall way as she walks towards the living room. Camera shakes connoting that she is walking. | Point of view shot |
12 | Character enters the room looking stressed and angry towards the TV. | Long shot |
13 | Filming exactly the location and the mid shot of the TV being on with a song. | Established shot and mid shot |
14 | Female character looks angry, unhappy and frustrated of what is happening to the TV while she kept the TV on before coming in the living room. | Close up shot |
15 | Again, filming the TV and the setting we are at. But the TV is on and suddenly turns blurry and shuts down. | Established shot and mid shot |
16 | Character looks angry and immediately goes and picks up the remote control | Mid shot |
17 | Filming the remote control being picked up | Close up |
18 | Recording the black screen of the TV denoting that it’s turned off for real. | Established shot and Mid shot |
19 | The female character dominating the whole frame looking very angry and frustrated. Tries to turn the TV on by hitting the remote control on her hand and presses the button of the remote control but it won’t work. | Rule of third and a mid shot |
20 | Back to the TV, where the screen is still black and it won’t turn on. | Established shot mid shot |
21 | Pack Shot with the voice over. | Rule of third – fills the whole frame. |
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