Old Spice : Initial Research

Old Spice:

Old Spice were manufactured by the Shulton Company who were founded in 1934. Three years later, Old Spice were introduced on the 19th of June 1937. Which was a staggering 80 years ago. Old spice's products are aimed at men, which are grooming products. The country which this brand exists in is the United States, however, they sell worldwide. Throughout the years of Old Spice, the target audience changed. They started off with targeting women, with Lightfoot Schultz's soap and toiletries company. But as time went on, they introduced a men's products. This soon became more popular than the original products, aimed at women. Therefore, Old Spice changed their intentions, because more products were successfully being sold. Recently, Old Spice were sued $5million after customers claimed their products, which they bought gave them chemical burns and rashes – people knowing this, will turn them off from buying from Old Spice.

Old Spice have currently many commercials which are very popular online. Old Spice created 186 videos, in just under two weeks. All these videos featured Isaiah Mustafa. The campaign got viewed over 40 million times – which secured Old Spice the number 1 spot in the most viewed branded channel on YouTube. Later, many more videos and commercials were created, which are seen as humorous and entertaining. The way they are created, really engages the audience to keep watching. Old Spice using commercials are their main way of advertising.  

Below are the commercials made by Old Spice, featuring Terry Crews. 

Shelter : Initial Research

Shelter Charity:

Shelter were founded on the 1st December 1966 and are located in London, England. They are a charity who campaigns to stop homelessness and bad housing. They currently help those who are located in England and Scotland. Their main aim is that one day, no-one will turn to them for help - which suggests they want nobody to be on the streets or living in dangerous conditions. They provide four main services, which are face-to-face, national helpline, online advice and legal support. Last year, Shelter got a total of £60.9m of income, however, they spent £62.9m - this goes to show how much further they are willing to go to help those in need. They have a partnership with Shelter Cymru in Wales and The Housing Rights Service in Northern Ireland. Working with these helps them to cover more areas, which just adds to their millions of people who they help per year. Their main percentage of income is through donations. This is why advertisements and the public support is so key. Having shops around the UK is one way they make money, but much more is needed to be done if they want to stop homelessness forever.

 
Advertisements are so key in how much impact the charity will have on the public. Shelter takes time in producing these because they have to be the most persuasive, eye-catching and heart-breaking/negative image to reflect what is going on in the UK, which goes unnoticed.

Advertisement and Marketing Assessment Task

Using media language, compare the advertisement for Lucozade Sport with the advertisement for X. 

Your answer must show knowledge and understanding of structural features and persuasive techniques.

The advertisements that I will be comparing are Lucozade's soft drink with Orangina's soft drink. Lucozade's advertisement uses a well-known, professional footballer as their promotor, Gareth Bale. Orangina uses an ordinary, unrecognisable woman. From this, you can understand each advertisement target audience. Lucozade has a set target audience, which is young men who are interested in sports, specifically football. Contrasting this, looking at Orangina’s advertisement the women suggests the target audience are women. But because you cannot recognise the women, it suggests it doesn’t have a specific target audience. However, Orangina are an expensive, premium drink. Which, in my opinion targets anyone who can purchase one of these, even though normally the person promoting this is normally the target audience. The main colours used in Lucozade’s advertisements is blue and yellow – this has a significant value, because the colour used symbolises the drinks logo. The aim here, is for the target audience to instantly remember their drink as soon as they see them colours. Similar to this, Orangina’s main colour is orange. Which, of course relates to the flavour and the name of the brand. Both have used this for the same reason, throughout all advertisements this is very common and important. The colour orange has many connotations. Orange is associated with joy, success, attraction and determination. It is also very easy to be seen, so Orangina could have used this to catch the eye of the public – orange is very effective in the promoting marketing, it has unique value, which is key for Orangina. Blue and yellow suggests happiness as well as braveness, healthy and trust. The colour in which they use have a massive impact on what people think. Both of these advertisements use their selected colour in the right way.

Orangina’s advertisement is used to encourage consumers to shake up their lives, by drinking this drink. Lucozade’s advertisement is to show that this drink, is the best out there. It is in a different league from their competitors. The copy used in Lucozade’s advertisement is ‘In a different league’ This is a play of words, the specific target audience will know that Bale moved leagues, which suggests that this drink made this happen, it helped him because this drink gives people energy and is the ‘best’ soft drink. However, secondly and most importantly, it implies that Lucozade are better than any other drink -  it’s the best available and with ‘scientifically proven’ included will make people trust this. Orangina’s copy ‘C’est Shook’ is from a French heritage. It means, ‘it is shook’ This, refers to the earlier explanation about Orangina’s aim of shaking people lives up, but again this is world play and has a double meaning too. Orangina’s drink has to be shook before you drink it, therefore, the copy has two purposes. Mise-en-scene is used in Lucozade’s advertisement. Sweat is a key indication of hard work, for Bale to be sweating and now looking like going for a drink of Lucozade, will make the audience realise this is how he recovers, so they will want to purchase it. Orangina’s mise-en-scene is used through the use of clothing. The clothing used adds to the use of colour. This adds to the eye-catching advertisement because it makes the whole advertisement one colour.
Words: 545

Analysing Case Study 1: Lucozade Sport

A)  Who do you think are the target audience for this product? Try to be specific as you can.

From this advertisement, I believe the target audience for this product are males, who are interested in sports.   

B)  Who is the person in the advertisement and what connotations would the target audience take from him being associated with the product? (This is the visual narrative) 

The person is this advertisement is Gareth Bale. The connotations from this is that this drink is the best drink out there. Lucozade is in a different league compared to all their other competitors. Bale being the promoter is significant because he is one of the best footballers in the world. Therefore, the drink to some extent symbolises him. This is because it suggests that Bale drinks this and once drank, you will be superior to other people - just like Bale playing football.

C)  How are other elements of media language being used? (Colour, slogan, image, copy, shot type, mise-en-scene, etc)

Colour - The main colours used are blue and yellow. This is the colour also used on the drink - the aim is for the target audience to remember the drink as soon as they see them colours. Slogan - You can't for definite tell if there is a slogan. You would have to look at their other advertisements to make sure. Image - the image of Bale is important because he is a role model to many. He is well known, therefore, people will think, if he drinks it, I must! Copy - 'In a different league' is word play, which is very well done. Bale, of course moved from the premier league to the la liga. Which suggests that he has got better and moved teams - this could suggest the drink helped him get there, because it gave him the energy and work rate. But secondly and most importantly, it implies that the soft drink is above anyone else. It's the best drink available and with 'scientifically proven' included, it suggests you can trust the drink and it is reliable. Mise-en-scene - The use of sweat on Bale suggests that he has just played a game. He is now looking like he is going to go and drink Lucozade, so he gets his energy back. Bale doing this will make others want to do the same. Wearing a sports top also links in with the sporty target audience.

D) What different ‘things’ are being represented in this advertisement? 

One other 'thing' that is represented in this advertisement is Bale. He looks focused, determined as well as well groomed. Bale is well recognised around the world and if you know who he is by seeing the advertisement, you are part of their target audience. Using Bale, makes Lucozade's recognition increase, he will promote this and every football fan, will want his skills - so they will live the same lifestyle (So they will drink Lucozade) Another 'thing' which is being represented in this advertisement is the drink its self. Lucozade is the main purpose for this advertisement. This is the product that they are promoting. The drink being below Bale, makes the target audience see both of these. It is opposite the copy, so this makes every bit of the advertisement to be seen.

Creating A Print Advertisement

Beats Advertisement Homework

Structural Features of Print Advertisements:

Visual Narrative:

The letters 'JAY-' and the missing 'Z' is the main focus point. The missing 'Z' suggests that the viewer is unable to see it, this links with the copy, 'Hear what you've been missing' because it suggests that you can not see the full name because you don't own a pair of beats headphones. It makes us question why they did this and what the purpose of this is.

Copy:

The copy in this advertisement are the words, 'Cheap earbuds don't deliver. Hear what you've been missing' This is the purpose of this advertisement. The question from the visual narrative has been answered. Beats headphones wants to show that when you purchase a pair, you will discover so much more. Even though there are so many other alternatives, this advertisement states that Beats are the must haves because you will hear what you've been missing out on.

Slogan:

There isn't a slogan on this advertisement.

Rule of Thirds:

Rule of thirds are used in this advertisement to make the viewer easily see/quickly see that there is a missing Z. The advertisement is split up into 9 parts. The missing Z is placed on the right middle, where there is loads of space. This is significant because the viewer will know that something will be missing where the space is. From this, they will realise that the name JAY isn't complete, which will eventually mean they will understand the Z is missing. Rule of thirds are important because it is used for where the viewer would look. Having words/images in certain areas will attract more attention.

Colour:

The main colour used in this advertisement are red and white text. Red is used because it represents Beat's headphones logo. Once the red is seen, the viewer will link the colour back to the brand. Colour is important because if used correctly, once the colour is seen it will make the reference back to the logo. White text is also used because again, it symbolises the brand colour and the colour white stands out from the red background so it is easily seen.

Persuasive Techniques of Print Advertisements:

Testimonial/Endorsement:

In this advertisement, there is nobody promoting the product. Therefore, this isn't included.

Association:

As a result of no one promoting, there are no associations to be made.

Benefits:

This technique to some extent, is shown. This is because the problem in the advertisement is that cheap earbuds are not good enough and because of this, you are missing out on quality hearing. That being the case, the copy suggests that you shouldn't use any other product other than Beats. Purchasing Beats headphones will therefore, be the solution. 

Reference to Authority:

In this advertisement, there are no reference to authority shown. 

Word Play:

In this advertisement you could say that the missing 'Z' in JAY-Z's name is word play. This makes the audience think for longer because they know something is missing from the advertisement. It makes the audience more involved because they will try and work out why there is space - they will then understand the reason for this. (By figuring it out from the copy)

Symbolism:

The only symbolism that is shown in this advertisement is by the colour red. The colour red implies with the logo of Beats. The colour red is used, so the audience will know as soon as they see the colour, they will immediately think of Beats headphones. Beats use this significantly well; it is a way for the audience to remember them. 

Direct Gaze:

There is no direct gaze is this advertisement. Because there is no one promoting the advertisement, this rules out three persuasive techniques. 

Advertising and Marketing : Structural Features and Persuasive Techniques

Fatboy Slim - Why Make Videos (Documentary)

Fatboy Slim - Ya Mama (The Making Of)

Music Video Case 2 Fatboy Slim - Ya Mama

Music Video Case Study 1 Massive Attack - Unfinished Sympathy

2nd 60 Second Film Competition

Analysis Of Katy Perry 'Firework' Music Video

Katy Perry's Music Video 

Katy Perry's target audience are teenagers. This is shown by the upbeat, quick paced music, which is relevant to most teenager's interest. The music video shows many different little narrative stories of teenagers who overcome a problem which they are faced with. Katy Perry's moral of the song is to motivate teenagers, who believe they are the only one with the problem and it will stay with them forever. Katy Perry's most appropriate lyrics are 'You just gotta ignite the light' - this suggests that every teenagers has something special about them. They all have a certain aspect, which they need to express and show off. At the end, once every teenagers decides to make the correct decision and react to their problem, there is a dance routine which celebrates the teenager's success of 'igniting' their 'spark' which changed them for the better. The dance routine, which goes which with the music, suits the target audience - it symbolises that when something is accomplished (the problem of the teenagers) they deserves to show-off what they have done and along side this, the fast movement and fast editing connects with the target audience. The little narrative stories are located in a night club, a party, an ally way, a hospital and house. All these locations are typical places where teenagers hang out, with the exception of the ally way, however, these being in the music video makes it fitting, so the teenagers watching may think they have experienced the same and may change, like Katy Perry wants them to.

Katy Perry has been presented as a glamorous, young, inspirational women. Her role in the video is to show to camera how she connects with whoever is watching the video. There are many camera shots. One used frequently is the close up, this enables her target audience to see her emotions and feelings. An extreme close up of her, highlights the beauty of her compared to the other characters in the music video, who's location is dull and miserable, which infers with their problem. Katy Perry's appearance is important, it suggests that if you stand up for yourself/show confidence, you will become like Katy Perry, who is expressing her feelings throughout. Katy Perry is acting like a role model to those who are in doubt over themselves.

Word count: 385

60 Second Film Competition Entry and Evaluation

Our School:



Evaluation:

I feel that I included two types of angles, theses were the high angle and low angle. Furthermore, I managed to do three camera movements - which was the panning shot, zooming in and out. Unfortunately, I only managed to do four camera shots. These were, the POV shot, over the shoulder shot, close up and establishing shot. I forgot to add a title to the movie, which was a mistake. I used non-diegetic sound which was added whilst I was editing, so the movie was not boring and dull. I used some of the mise-en-scene which was costume (what I was wearing whilst walking through the school) and the setting of where I filmed, which was the school. Other types of mise-en-scene such as make-up, acting and props wasn't needed in this short movie.

Next time, if I was going to make another one, I'd make the movie longer, and take more time planning it. I would choose a different location, with more camera movements and more actors so the movie would be more enjoyable and fun.

Assessment Task - Bond Poster

The Bond poster is an advertisement for the film Spectre. This is very suited and ties in with the media because the film industry is a part of it. The Bond poster is a mid-shot of the suspected two main characters in the film (excluding the skeleton mask person) The mid-shot includes the large bold numbers (007) and a gun, which gives an implication that the prop of the gun, will be used and it will be Bond's main weapon. The large print of the number will catch the eye of the public; people will be attracted to the poster and will want to get closer to read/see what the poster is about. The repetition of the prop also connotates that the film will be action based and there will be the use of weapons. Bond looks professional and looks confident. This is needed though for any protagonist. He also looks masculine and determined to do his job, this is suggested by the way he is standing, with his chest out.

The woman, who is behind Bond, is suggested to be his sidekick who will give any help that he needs. Her positioning is significant because it implies that 'she has his back' which makes her seem that she is his sidekick rather than a princess who need saving. Her, being a sidekick is stereotypical because women are seen to be less motivated and weaker than men. Men are normally in control and in charge which infers that she can only help. The stereotype of women is used here because it fits in to the norm of a hero catching an antagonist and a sidekick (normally a women) who helps. Opposite to this, Bond being the hero is stereotypically correct, men are seen as more brave and committed towards their job. So this means that Bond will be more suited being the hero, being a man rather than a women. The target audience would be any mature adult who is a fan of any fast paced, action film. The poster indicates that the film is going to be violent (the use of the gun) which suit the eyes of adults over children. Also, stereotypically men enjoy watching more chaotic films than women. Therefore, more men than women may decide to watch this.

The History of Film

The first ever film recorded was in 1878, it was only 2.11 seconds long. This was because of the limit of technology, it meant that films were under a minute long. Below is the video of the first film made:



Later in 1894, Thomas Edison invented the first ever motion picture camera for making silent films. The first films were silent and were black and white. However, in big cities an orchestra played some music whilst the audience watched the film. There were a few main silent movies actors, which included Charlie Chaplin, Harold Lloyd and Buster Keaton. Click here to view the most popular top 10 silent films ever made. 33 years later, in 1927 the first sound video appeared. It was called 'The Jazz Singer'

Technicolour first appeared in 1916, but it started to become common from 1922 to 1952. At first it was very expensive to make films in colour but eventually became cheaper. The first computer animation film was in 1995 which was 'Toy Story' It used computer generated imagery and now the company is responsible for famous movies with this technique. 

More recently, in the last decades special effects are used. They are used to create illusions and helps to create tension.
There are many roles in a film, from the actors (sometimes stunts) to location managers and technicians. Without all of these, there wouldn't be any films. Click here to view the all time box-office top 100 films ever made.
Who knows what the future looks like for films? They have became more and more advanced and the future looks bright. For every good film you need a good story line, full of emotions and as new technology is developed and made, for films and movies they will only get better.

Me And The Media

My relationship to the media is good. I listen to quite a lot of music, mainly chart music. However, I don't really watch many films and read newspapers. I have many social media apps and use them quite often via my mobile phone and laptop. I also play many video games, which all in some type of way tell stories which involve the media.

These are the apps that I mainly use.

To all social platforms there are side effects, click here to view what the real impacts are.

Recently, there was a hurricane which attacked America, I have been interested on what has been going on and have read articles and videos about it

Below is a video about the destruction it has done