Codes and conventions are used to build the media we see around us. The codes we see and use normally tend to have a meaning or a connotation to the audience. The meanings that are the result of codes and conventions are normally determined by the audiences interpretation of it, but there are normally universal meanings for the codes and conventions.
The video advert codes and conventions:
The first convention that we used was a range of camera shots. We used these shots too: one set the scene so the audience is aware of what is going on, and two to create a specific mood, so that the consumer could embrace the mood. We used an over the shoulder shot in this scene which shows the main actor scrolling through their phone. The scrolling on the phone creates tension for the consumers as they are unsure of what is going to happen next.
We then used an establishing shot that is zoomed out, so that the consumer can see the surroundings and understand what is happening in the location where the actors are. They also get a feeling of the scene and the mood. Using a shot like this lets the audience feel like they are in the room with the actors, as it is almost like a first person point of view for the consumers. This grabs the attention of the consumer as it makes them feel more involved in the advert, and keeps them intrigued on what is going to happen next.
After this we used a close up shot of the PhizzWizzard can being placed onto the table. The close up shot was the best shot to use after the zoomed out shot, due to the last shot got the customer getting the customer intrigued, making them focused on the advert. We showed them the product directly, so they know what they will be getting when the purchase the drink from their local shop. A close up is a good way to give the audience extra information on the product, which will be beneficial to them.
We then used a mid shot, to show the actor consuming the PhizzWizzard drink. We have done this so the consumers actually see the actor consuming the drink, which allows them to see the actors reaction to the beverage, which allows the consumers to see if they want to go out and purchase the drink if the future. We also used this shot to highlight the movement of the drink, which is showing it off to the consumer.
After the mid shot, we switched to a close up shot, which focuses on the actors face. We also used a fade to black edit after, which makes the the user feel like they are closing their eyes themselves. This shot focuses in on the facial expression of the actor, to show that there is a change happening.
After the mid shot, we used another establishing shot, to show the new scene to the consumer. This shot is meant to show the affect of consuming the drink, from tired too energetic. The activity shows in the advert is meant to give a positive image for the brand, promote putting down new technology and being active. This is very good as were promoting to teenagers as our secondary target audience.
The shot that we used after is another close up shot, which focuses purely on the product, rather than on the actor. This is used so the audience understand clearly what is being advertised to them in the advert. This gives the advert a sense of closure, which makes it feel a lot more professional. In this shot, the camera follows the product, giving it a very natural feel to this part of the video. The final shot of the video clearly shows what is being sold to the consumer, which will have a huge influence on the consumer to buy the product.
Camera movements help to explain certain narratives within the advert, and helps to show off the product successfully. The only camera movement that we used in our video was when the can was placed on to the desk. The shot tracks the can down on to the table, which is a natural way of creating movement within the video. This created a blur on the can when it is being placed down, which gives a realistic look to the advert.
The use of music is a key aspect of our video, as it compliments well with the visuals of the advert, which creates a professional look and feel to the advert. This helps to make a positive mood of the advert, and helps the energy flow throughout the video. Another aspect which helped the video is the use of added sounds affects, which help amplify the video itself, and it helps show what is being shown off in the video. There is also the use of diegetic sound, when the second advert passes the can of PhizzWizzard to the main actor. This is the first piece of audio which is picked up, it is used to capture the attention of the audience, because the background music in the video becomes lowered in volume.
The use of non-diegetic sound in the advert, had a great impact for what is going on in the video. It helped to raise the mood of the advert due to the upbeat music, which adds to the overall mood of the advert, creating a happy emotion for the audience. This can help the audience build trust with the brand more, due to the positive emotion linked to the video. This can create repeat customers if they feel they can trust the brand, which is really positive for the company
There is the use of continuity and non-continuity editing was used in the advert. We see the use of continuity editing when we used the shot reverse shot, as it shows a conversation between the two actors. One of the actor does all the talking, where in the process he hands the PhizzWizzard can to the other actor. This shows a sense of consistency and creates the impression that the audience are there with the actors in the room. The non-continuity editing is when the flash forward is used, because there is no visual that shows the actors running on the pitch.
The pacing of the advert was fairly quick, especially when there is the flash forward in the advert. This goes well with the energy of the music used, and the transitions were appropriate to meeting the pace of the advert. The cuts between the shots keeps up with the pace of the advert.
Social Media Ad
For the social media advert, the images had to be appropriate for the style of the advertisement and what it is aiming to achieve. There also has to be a balance between text and imagery, which is very important to get correct. This is important to be balanced, as you don't want the consumer to get drawn to one specific part of the advert, rather than the whole advertisement. The main image of the advert is the actual PhizzWizzard can, with a slogan above and below the can. The main image takes up the majority of the screen and is placed centrally on the screen. This is done as its going to be the first thing the consumers look at. The slogan is placed above and below the can so the consumer has to look at the whole advert to read the whole slogan. The extra assets that have been added to the advert really help add to the retro look I was going for.
The colours of the advert has to be consistent and appropriate for the social media advert, and for across the whole campaign. In this case I chose mainly to use pinks, reds, whites and a small bit of light blue for the text, as these colours compliment each other very well, and they also give off the retro theme that I was intending for. The text has to be consistent, so I went for a retro looking font, which compliment the rest of the advert well, and helps with the overall retro design I went for.
Billboard advert
For my billboard I used a simple, blank background, which makes the text easy to read from a far distance. My design for my background is simple, yet effective and fits in with my theme very well. It also helps the text stand out on the billboard, for all consumers to see.
The size of the font is very important for the billboard, because it needs to be easy to read from a distance away, and from an elevated position so the audience will have to look up to see it. To overcome this issue I used an easy to read, bold font with a large font size. This is clearly done which means the audience will be able to see the whole billboard and gain all relevant information from the advert.
The positioning of the can is very important, as it needs to be appropriate and in a correct position. I put the can to the left hand side of the billboard which means it can be large and easy to see for the consumer. I also placed the can on the left, so I could have large text for the slogan, so both aspects of the billboard will stand out clearly.
Distinction task
The client brief specially asked for 3 types of media to be created in order to advertise the new PhizzWizzard drink. I have created a billboard, a video advert and a social media advert. I believe that this was done successfully and to a high standard. All of the 3 advertisements appeal to both sets of the target audience, the primary target audience was the age of 30, who were considered to be living in the retro time where canned drinks became popular, and it also appeals to the secondary target audience which is 13-18 year olds. I wanted my designs to have a retro theme, which would appeal to the primary target audience, as it would remind them of times where canned drinks like PhizzWizzard were popular. The retro font I have used also appeals to my secondary target audience because of the social and cultural trend of retro thees items are becoming very popular. Taking advantage of the new trend means it will open up the market to teenage audiences, and to a young adult audience. The same trends apply to the primary target audience due to their love of their childhood, retro style of life.
On my billboard design I enlarged the image of the can, and placed it to the left hand side of the advertisement. This is done so that the image of what is being advertised is large and clear to the audience on what is being sold. I placed the slogan on the right hand side for a specific reason. I have done this because I can make the text for the slogan larger, so it is more visible for the consumer too see. The billboard is similar to my social media advert, in the sense that it has the retro theme, which is aimed at the target audience due to them liking the retro theme. The emphasis on the retro idea will capture the attention of the correct type if audience, following it up with the call to action to make sure the product is known.
The video advert was the best way to connect with the emotions of the audience. This is because there is a story in the video advert which can be personal to the target audience, or trigger certain memories. I made sure that I planned the video to target specific emotions within the target audience, so that it is more likely that they will want to purchase the beverage. I decided that the way I would show narrative, would be with a transformation of the actor. The transformation will be the result of drinking the PhizzWizzard beverage, which is what the audience gain after having the drink themselves. In the video, a secondary actor passes the primary actor the PhizzWizzard, which the primary actor goes on to consume. After this the primary actor abandons their phone, and then feel more energised when they are not on their phone anymore. The message this gets to the consumers is to embrace the retro lifestyle that they remember and loved during that period. All the codes and conventions that were used to create the video create a positive emotion for the audience. The positive emotion will motivate people more to go out and buy the drink, as they are more likely to buy something if they are feeling happier. The one thing I would change is the last part of the advert, as it isn't consistent with my social media and billboard ads, the colour palette and overall design is off.
The social media adverts will be targeted more to the secondary target audience, due to the fact that they use social media on a day to day basis more than the primary target audience. To overcome this issue, we can focus on using social media platforms that the primary target audience are more likely to use. We will do this by using Facebook and Instagram, opposed to a platform like Tik Tok, so this will increase the reach of our adverts to the targeted age bracket.
Ethical considerations:
A very important ethical issue that we have to consider is that we are pitching a fizzy drink to under 18 year olds, and excessive consumption could lead to possible health implications. We will not break this ethical code, as we will make sure that we promote the drink as sugar free and that it has no added flavourings.
Another ethical issue we did not break is the ethical issue that comes alongside celebrity endorsement. An issue with celebrity endorsement is that if we were to choose a celebrity to promote our product, the viewers may view the celebrity as a dishonest unethical person, and create a backlash on our brand, therefore we decided not to include any celebrity endorsements to make sure this could not be claimed agates out product and brand.
One more ethical issue we did not do, is false price advertising. This was met as we didn't put a price of the product in our advertisements. This limits any issues that may be present due to current financial issue and inflation which is a very big issue currently. As we didn't include a price, this has stopped us from potential false price advertising claims.
Legal considerations:
A legal issue that could be a concern against our campaign was the data protection act. We were concerned about this because we had to collect data based on trying to target the correct target audience that matched up with our beliefs about our brand. Because we were handling large data sets, this means we would need to comply with the data protection act. We have complied with this act, because we made sure that nobody without the correct authority level will have access to any of the date we obtained.
Another legal issue that we did not have any issues with was slander and libel. We didn't do anything against these laws, because we did nit include any written or verbal discriminatory or hateful languages towards another person or rival company. Because we haven't said anything harmful, this means we have not breached any laws within our adverts.
Another law we did not breach was the set of rules that have been set out by ASA. ASA control all content that can be shown in advertisements. Our team watched through our adverts many times, and looked at every rule set out by ASA, and we as a team, came to the conclusion that we have not broken any of the specific ASA rules.
One final law that we did not break was the IPR (intellectual property act). This is a very serious act because it covers if we used any property for our advertising campaign, that we did not have permission to use. We made sure we did not break this act by contacting all the owners of the fonts that we used for our adverts. We also made sure that all images, sounds, text and anything else we could think of was either our own product or that we had permission to use. We got permission for all items that were not our own, therefore we have not breached the rule.
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