Planning The Adverts (U20: P2, P3, M2, D1)
P2(U20): Create a plan for a cross-media advertising campaign in response to a client brief
Objective:
The aim and objective for our Carter Soft Drinks advertising campaign are to showcase our latest fizzy drink called Phizzwizzard. The aim for our fizzy drink is to portray this unique idea and message behind Phizzwizzard intriguing a wide range of audiences to try this new drink. The overall objective for this canned drink is to have strong sales and revenue so we would result in building a profit from our product. In addition, we aim to ensure that our campaign is reaching the right customers specified in our target audience. Furthermore, Carter Soft Drinks also aims to get the message over to the public, the drink (hypothetically) provides you with special powers as it turns you into a wizard. By drinking Phizzwizzard it turns you into a wizard when drinking this, primarily due to this our objective is to attract a wide range of audiences from our message of Phizzwizzard. Not only do we want high revenue and sales but we also want everyone to be attracted to our drink not only the taste but also the message behind the drink and the bigger picture within the video advert. This drink is aimed at a wide range of target audiences. This is due to Phizzwizzard providing you with powers when drinking this. Furthermore, another objective includes customer attraction and retention towards our campaigns as this would result in more publicity and limelight towards the drink. Lastly, as products and drinks are consistently developing and coming to the market reaching Carter Soft Drink's target audience another aim and objective for them would be to promote their product in a different way to other companies.
The four main colours used within the Phizzwizzard campaigns consist of a variety of pastel colours including pink, blue, red and white. The main reasoning behind this is because we wanted to combine the colours of Phizzwizzaes. In both campaigns, the blue is shown to be the background of the poster and billboard this links both this campaign together. The pink writing used in both campaigns creates a simplistic look to the campaign this is because the blue against the pink creates a calming, soothing and peaceful look to this, as well as inspiring an earthiness and sophisticated imagery. Within the poster, we matched the pink text to the pink on the can which creates an elegant look towards the campaign. The reasoning behind these colours is due to the colour red representing the colour of the strawberry laces and the colour of the can.
Slogan:
The slogan behind this Carter Soft Drink is “Feel The Phizz”. This is primarily due to the fact Phizzwizzard is described to be a fizzy drink and the acronym wizard resembles spells and potions. In addition to that, we wanted to abbreviate the name of the drink within our slogan. The Phizz within the slogan makes the reader imagine bubbles as a result of this it provides significant links back to the name of the can as this brings about consistency within the brand and the name. Consequently, we wanted our slogan to be short and punchy therefore it would role off peoples tongues and would be easy for them to remember. Verbal alliteration is used within our slogan as the word 'feel' and 'Phizz' sounds the same but is not classified as alliteration.
Concept:
The concept towards our Phizzwizzard campaign is that when drinking this fizzy think it turns you into a wizard. When creating our campaign we wanted to create our own take on “Where’s Wally”, the 80’s popular puzzle book in which we are calling ‘Where is wizard’. Bringing about Where’s Wizard to our campaign will become more interactive to the younger audience and therefore attract their attention. In addition to that, this is nostalgic to the older ages and allows them to play their childhood game again from the 1980s.
Genre:
The Genre for our Phizzwizzard campaign is fantasy. This hypothetical theme of fantasy is commonly associated with fictional characters, in particular, our wizard which is the main aspect of our campaign. This theme brings our youthful and playful sides about when viewing our campaign. As well as t transforms our younger target audience into another world and sparks their imagination.
Target Audience:
The target audience of our campaign for Carter Soft Drinks is will be focusing on the social groups of C2, C1, B and A according to the NRS social grade. In order to specifically chose social groups, I assessed the possibility of a disposable income in a household, where it is highly likely that a skilled working class to upper-middle class will have some form of disposable income. The target audience will focus on ages 13-18. this is the primary age group target as they are most inclined to purchase a fizzy/carbonated drink, as the name Phizzwizzard suggests. younger ages have a sweeter tooth towards all food and drinks as suggested by a 2015 study, which indicated that 50-70% of children consume more sugar than any other age category. therefore we have decided to pick a primary target audience of 13-18-year-olds. For a secondary audience, we have chosen to target 25-35-year-olds as these are the ages of stable working placements where they might have lunch breaks and buy a drink like the Phizzwizzard or even after work as a pick-me-up. Finally, a tertiary audience will be all ages excluded in the primary and secondary audience. This is because younger ages than 13 will be dependent on pocket money or parents buying them the drink, or people the ages above will be less inclined to purchase a sugary drink. However, the fact that the drink is sweet and sugary could deter older ages from wanting to drink it. Therefore, I have singled out groups that I believe will be consistent consumers of Phizzwizzard and Carter Soft Drinks products.
Rescouces and Personnel:
Resources and personnel are highly important factors to consider when creating a project/product. Resources refer to the physical objects or equipment needed in the process of production. Whereas personnel refers to the people needed to help use the resources and their professional expertise. In the production of the agreed Carter Soft Drinks billboard, magazine cover, video advert and social media ad post. overall resources needed to create my 4 cross-platform products will be; computer/desktop/laptop, cameras, microphones, tripods, lighting, digital creation software, editing software and successful was of exporting. the computer/desktop/laptop will be used a lot through the initial pre-production planning, which means that digital or written plans/mock-ups can be created. whilst the computer/desktop/laptops will also be used to monitor the production process by assessing how something looks. through the production stage, computer/desktop/laptops will also be used to digitally create the billboard, magazine and social media graphics, which will also need digital software such as adobe photoshop. finally, the computer/desktop/laptops will be used in the post-production stage as this is where all components to the project come together to create the final product. therefore, computer/desktop/laptops will be used for the software in the editing and finalising process. cameras, microphones and tripods will be used in the production stage, where things will be filmed, pictures will be taken. lighting will help to aid the filming/photographic process and ensure that all shots taken are lit well and look as good as possible. digital software is a major part of a media project/product creation and is used throughout the entire pre-production, production and post-production process. digital software such as Adobe Photoshop or Final Cut Pro will be used to edit and piece together all areas of the intended final outcome. the final stage of creating a project/product specifically a campaign will be to export and publish it appropriately. personnel is also a large factor in the creation process as these people are needed along with their expertise. the typical personnel used within the pre-production, production and post-production process are; digital/sketch artists, film crew, editor and a writer. digital/sketch artists will be used throughout the entire pre-production, production and post-production process as the campaign we are creating is solely digital and some areas, such as the video advert are reality with digital aspects. this artist will help to create initial designs in pre-production which will then be put into motion and use in the production stage. finally, through the post-production stage and in the process of editing, artists may work alongside editors to use their work and edit it into the final product. a film crew will be used for the video advert which will need to be filmed in order to be put together. a film crew will be used during the production stage as this is when the video advert will be created and only at this point is it needed to be filmed. an editor will be used in the post-production stage where all pieces of the project puzzle will be pieced together to create the final outcome. editing can range from putting filmed video clips onto a timeline, to complicated tasks such as adding in moving graphics. finally, a writer will be used in the pre-production stage to script the video advert and also to come up with a slogan or name for whatever the project might be.
Imagery:
The slogan for our Phizzwizzard campaign is ‘feel the fizz’ the word ‘fizz’ has connotations of magic, bubbles and drinks. This makes the viewer imagine potions and a theme of fantasy. Due to the brief aiming at a retro audience (30-year-olds), we have decided to use imagery that had a similar concept to Where’s Wally which we have changed to Where’s Wizard. Adapting the imagery to the requirements of the brief ensures a strong outcome. Where’s Wally is an original 80’s puzzle book which was highly popular, they contain hundreds of little figures, and people much find ‘Wally’ who is dress in red and white stripes. The red and white stripes are his classic look that has not changed since the realise of Where’s Wally. Therefore we have kept our wizard looking constant through all of our created pieces, which brings about consistency which remains with a clear theme.
Forms:
Forms are needed for the production of a film based project. we have signed a number of different forms that will allow us to carry out the filming of our video advert. the forms we used are model and location release forms, location recce, and a risk assessment form. these types of signed forms are allowing us to carry out filming in our chosen location, but also receive permission from talent, and location owners. other types of creative forms we need are the shot-by-shot list, storyboard and visualisation diagrams. These types of forms help to aid the creative process and keep an organised production. finally, the overall, digital form is a pre-production schedule, that will keep all areas of the project in check and on track. different types of forms are important in their different uses.
Consistency:
Consistency between platforms is a highly valued factor when it comes to project/product creation. this is because once the project/product has released the aim is for all of the cross-platform products to be recognised as one. therefore, there must be a consistent message, slogan, imagery or colour scheme used throughout each piece of media released as I am creating a campaign which stretches over multiple platforms, including a billboard, magazine, video advert and social media ad post, I will need to consider the consistency across those platforms. keeping consistency throughout will create a more seamless production of all projects. including this will ensure that it is clear to everyone and anyone that each component is part of our PhizzWizzard advertising campaign. colouring of a campaign is highly important as people create associations with colour. for example, red and yellow colour combinations are typically known for McDonald's and their iconic brand. as well as colours creating an association with brands we also want to have viewers associate our colour scheme with the 80s. however, consistency can also be related to keeping a running theme and being consistent with what the client has asked for, which means that adapting to their needs is key. whether consistency is within the themes, images, colours or requirements, it is definitely an important factor to keep when creating.
Why we have chosen to create a billboard advert:
The reasoning behind creating a billboard advert is primarily due to billboards being a form of above the line marketing. This allows the campaign to stand out and catch the viewers attention, as well as being presented to a wider target audience. As a result of this by creating a billboard for our Phizzwizzard campaign it would be an easy way to be presented to both the primary target audience of 13-18-year-olds as well as the secondary audience of 25-30-year-olds. By creating a billboard advert it is certain that possible clients would notice it. In addition to that, it is one of the only forms of advertisement where you are in control of your own space, therefore, the purpose of Billboards was the adverts are designer to catch peoples attention and create a memorable impression. As our Phizzwizzard campaign contain bright colours of red, blue and pink we knew this would be shown when creating the billboard advert as this would be eye-catching, as well as converting a sense of vibrancy. As the purpose of marketing is to attract the viewer's attention and making interested in your product. Billboard advertisement would be an effective type of advertisement this is also the purpose of a billboard advertisement. Media creations, as well as projects, could become costly and therefore this must be considered when creating a billboard. Designing the billboard may cost if you consider hiring someone professional. But as we have done this ourselves this means the equipment and software have already been paid for, in the end, if we decided to mount our campaign on the billboard for the public to see. As many different businesses would be advertising on billboards therefore would many competitors for Carter Soft Drinks business. Therefore the Phizzwizzard billboard campaign would have to stand out and have its own unique aspect. The usual competitor's Carter Soft Drinks woudl have would be other canned drink businesses selling and aiming to the same target audience.
Why we have chosen to create a video advert:
The decision to create a video advert was based upon the creative freedom that we could have. Videos are great for promoting a certain product/service, which is why we have chosen to create this form of advertisement. Video adverts are very accessible to all people as it is a very cross-platform format of the advertisement. This can be viewed on television, mobile devices, laptop/computers and many more different digital products. A video advert is highly effective due to the fact that it is very accessible, meaning that it will attract many different audiences. Our videos advert will reach our target audience as it is created with the intention of impacting those specific primary and secondary audiences. We aim to fulfil the purpose of promoting and informing the audiences about the PhizzWizzard drink. Promoting a product has an aim to create profit and revenue. Informing an audience about a product is also to capture a new audience but also maintain an existing audience. The advertising and media industry is a very competitive one, that requires a lot of good content to be successful, therefore, we need to consider our competitors and what contest they put out. After reviewing the different types of competitor content we will consider what we can do better and what we can create that is different from theirs. Video advert creation is something that is slightly more time consuming, in order to get an end result that is professional and high quality. To achieve high-quality video adverts we will need to invest in quality equipment and talent, this can often become costly when producing advertisement in the form of a video.
Why we have chosen to create a magazine advert:
The purpose of printing on a magazine advert is to present your campaign in a simple but creative way for the viewer to see, it builds brand awareness as well as imagine building. Magazine adverts are known to be glossy, shiny and for big brands to be advertised and presented. By printing on a magazine it showcases our Phizzwizzard campaign to a general audience. The competitors for our magazine advert would be other magazine companies which are presenting other produced from other businesses. Even though social media is being used more and more every day, a large majority of people are still reading magazine articles. Therefore this is especially relevant to our secondary target audience when promoting our Phizzwizzard campaign in a magazine advert. When creating a magazine advert it is easy for our potential Carer Soft Drinks customers to come across our product and would help if it's vivid and inventive. As our magazine advert consists of the colours red, blue, pink this will grab the viewers attention. Designing the campaign would not cost a large sum of money as the software is already downloaded, but in the long run, if the decision was made that we are printing this on a magazine we would have to pay for this to be done.
Why we have chosen to create a social advert:
Social media is a highly relevant part of society nowadays, and there is over 51% of the over 7billion people population using social media actively. That’s around 3.96 billion people on social media. Therefore, using a social media post as a method of advertisement would be a very professionally conscious decision which would ultimately boost the promotion of the campaign. Specifically, we would target our primary audience of 13-18 year olds who are the most prominent users of social media. Social media is a platform in which a single post can travel worldwide reaching all users of all ages. This is why creating a social media advert in the form of a post would be very effective for our campaign. The purpose of posting this would be the promote and inform about the product. Promoting a product is important in order to reach an audience but also it will increase profit and revenue on the product. Whereas informing an audience is all about telling/showing them about the product/service being advertised. I believe that using a social media post as a format of advertisement would be highly effective due to the reach it has across a certain area and the world. Social media is a free service which is welcome to anybody, however, when somebody wants to promote their post to them become sponsored there is an additional cost to gain access to this. Paying for this would be a great investment as it means it will appear on the majority of peoples timelines, such as Instagram. Social media is a very open platform which is very free in terms of what somebody can post, and therefore, there can be many competitors who will use this to their advantage and post their promotional posts free of value (or for a small fee to boost it). Our social media post would need to be unique and eye catching which will stand out from the crowd of competitors.
M2 (U20): Justify the choice of planned components by targeted media sector
Billboard:
For the billboard campaign, the main colours which I have chosen are pastel blue and red, this is because the brighter the colours are in the campaign the more noticeable the campaign would be for the targeted audience. The decision was made to make the background pastel blue whilst the can should be red. This is primarily due to the colour red linking to the client brief, as the drink liquid colour is described to be red whilst also tasting like strawberry laces. I also decided to incorporate the colour red within the strawberry laces, which are wrapped around the can, as it mentions in the client brief that the drink tastes like strawberry laces. This aimed to signify the PhizzWizzard logo as well as wanting to create a unique campaign. Within the background of the campaign I wanted to incorporate a lot of bubbles which concentrated and diffused over to the right-hand side to represent the fizziness of the drink which customers would experience when drinking this, which was described in the client brief, therefore provides the target audience with a larger incentive to buy PhizzWizzard. In the background of the campaign, bubbles were overlapping one another which drew the audience's attention to the slogan which was placed in front of the bubbles. Furthermore, ‘The Power Of The Phizz’ had been placed on the left hand side, which brings a memorable aspect to the campaign, as the slogan would be shown throughout the multiple campaigns. Placed on top of the can I placed a wizard hat which brings a comical aspect to the campaign, as well as linking the can back to the name of the drink. This campaign links to the prime target audience of 13-18-year-olds as on the far right-hand side, you are able to see the Twitter, Instagram and Facebook logo. As the client, brief mentions that the campaign needs to be shown on a Facebook website to allow Carter Soft Drinks to go viral. Therefore suggesting that you are able to find more information out about PhizzWizzard online. This would interest the prime target audience as nowadays the younger audience spends the majority of their time on social media and technology. In addition this, the campaign would also link to the secondary target audience of 25-35-year-olds, as this audience would be more likely to experiment with new drinks and flavours due to the fizziness, therefore would buy PhizzWizzard as they are aware of the logo and bubbles in the background.
Magazine:
Within the magazine advert, I aimed for this to be printed on an A4 page, placed vertically, therefore the Wizard hiding within the can is more noticeable to the public. Involved within the magazine advert I decided to incorporate the same colour scheme as the billboard such as the pastel blue for the background. As well as wanting to incorporate some of the bubbles and fizziness the customers would experience which was used as mentioned within the client brief. In addition, I wanted to introduce a ‘Where is Wally’ concept within this advert, therefore I created ‘Where’s the Wizard’, which was placed onto the PhizzWizzard can, which was in the centre of the magazine. For the ‘Where’s the Wizard’ can I used bright, eye-catching colours to engage the audience. By creating this it provides the audience with a well known memorable 1987 game. Written behind the can the words ‘where’s wizard’ are written in pastel pink, and on the last row the words ‘have you found the wizard yet’ in black are written to ensure the audience understand what they aim to look like for in the can. At the top of the advert we see the name of the drink ‘PhizzWizzard’ in a large, red font, and underneath we see the slogan ‘The Power Of The Phizz’, too create consistency between our campaigns. On the bottom right-hand side of the page, we see the logo for Carter Soft drinks, which links back to the client brief as they required the advertising campaign for their latest fizzy drink. This campaign links into the primary target audience, as the target audience for Where’s Wally would be aimed at the younger audience, therefore by incorporating this concept into our campaign it targets our primary target audience of 13-18. In addition, this also targets our secondary target audience of 25-35, through the retro slogan which was slightly changed to link back to PhizzWizzard, which was mentioned in the client brief, as it aims at a retro audience. As well as the secondary target audience remembering this memorable game in their childhood.
Video Advert:
Within the video advert, it mentions in the client brief that this campaign is aimed at both a retro audience of the ’30s, as well as 13-18-year-olds. This was incorporated within the video through the elder wizard handing a younger-looking girl, the drink PhizzWizzard for her to try. By this taking place, it shows a contrast, and juxtaposes the ages between them, therefore by this taking place it showcases to the audience how a wide range of audiences enjoy the drink. Furthermore, the purple wizard coat, with the purple and yellow stars on the wizard's hat, is aimed at the younger audience primarily through the bright colours and shapes which attracts their attention. As these bright colours are aimed at the younger audience. On the other hand, the iconic 1980's non-diegetic music playing in the background of the advert. Because of this, it would interest the elder audience. Therefore both 13-18-year-olds, and the ’30s have an interest in the PhizzWizzard video advert. Furthermore, throughout the video advert, the PhizzWizzard can was shown on multiple occasions, because of this it is a gentle reminder to the audience what the product the video advert is aiming to sell. Therefore, this prsuades the audience to purchase the drink.
D1 (U20): Discuss the legal and ethical constraints within the planned campaign
Ethical Issues:
Inappropriate content= By incorporating inappropriate words or images into our campaign could upset the viewers which are interested in our campaign. If inappropriate words are involved, then the campaign wouldn’t be able to be shown to the primary target audience of 13-18-year-olds. To ensure there is no unsuitable language involved a resolution for this would be to make sure the campaign is checked before printing to ensure the magazine is age-appropriate and can be shown to the primary and secondary target audience, which would widen the target audience.
Discriminatory language= By using hurtful, offensive or biased language, which could exclude or make someone feel uneasy due to their gender, race, age or class is known as discriminatory language. This is an example of an ethical constraint within the planned campaign, as involved within the PhizzWizzard campaign there will be many ages and races viewing this campaign. Therefore, I will need to make sure that there is no language within the campaign that could offend someone, as this would put the campaign in a negative light creating a negative representation.
Typical stereotypes= When planning and editing the billboard, magazine and video campaign, another ethical issue could be the use of typical stereotypes. This could occur within the video advert, as there would be a wide verity of people, acting out different tasks within the advert. Therefore, within the PhizzWizzard campaign, if the woman were seen in a stereotypical way such as cleaning or being seen as weaker to the opposite gender in the campaign, this would be seen as typical stereotypes. Furthermore, this could be shown if the woman within the PhizzWizzard campaign were wearing stereotypical clothing which would be seen as typical stereotypes. This would be resolved, by challenging the stereotypes in the campaigns.
Morality issues= Moral issues are those actions that have the potential to help or harm others. This is another example of ethical issues, as involved within the planning of campaigns there mustn’t be any information of imagery which may affect someones well being and harm themselves. Moral issues help the audience identify the difference between right and wrong, therefore the campaign must complain about these issues to gain a positive representation of themselves.
Legal Issues:
Copyright= Copyright is an example of a legal issue that PhizzWizzard may encounter when creating their campaign’s. The legal issue of copyright means that information has been copied from someone else without their permission and incorporated those ideas into our campaign. This would link into the planning of the PhizzWizzard campaign as the ideas such as slogans, name of drink and design has to be original, not only to make sure you haven’t copyrighted but also to create your own unique ideas and selling point. To ensure you haven’t stolen someone else’s ideas or information would be to do an extensive amount of information before design your campaign.
Data Protection= As a company creating this advertising campaign any data we hold about clients or staff cannot be shared publically and must be kept in a secured area to a point reaching the data protection act.
Slander/Libel= In our advertising campaign we must make sure we must not make any forced or inaccurate statements about anybody as this will lead to slander/libel claims against us.
Actors permission= Before creating a campaign such as a video advert requiring actors permission to take photos of video of them with would be involved within our campaign is an important legal requirement. If actors or pedestrians permission hadn’t been asked or achieved, and they were still shown within the campaign, then the media institution would get into trouble resulting in legal actions, such as a fine.
P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign
Risk Assessments:
A risk assessment is a process of analysing potential events that may negatively impact the production of the project. This allows for preparation and consideration into things that may occur and influence the process.
Evidence of the permission granted to the filmmakers by the property owner to film on a specific property or area.
A talent consent form is a document which states that the talent (people), within the project, are consenting to the use of their appearance within the production and they agree with the release/distribution of it.
A storyboard is a highly detailed document which shows all areas and shots of the filming that is to be carried out. It is a method of visualisation that organises what has to be done step-by-step. The storyboard also includes the image, shot type, camera movements, audio, timing and any editing that has to be added in the post-production stage. The storyboard shows each part that needs to be included within our video advert.
A shot by shot list is the document that details each shot that needs to be carried within the filming process. The shot by shot list also includes key details, such as shot number, shot type, descriptions of the action within each shot and the duration of each shot. Simply a shot list is like a shopping list to make sure you get every shot you need to tell the story.
A mood board is a pre-production document that visually represents ideas for a project. Typically they are in a collage style format which allows for more creative freedom into the project. it will typically consist of text, graphics, images, connotations/prompts and colour schemes. A mood board helps greatly in the production process as it is a creative piece that can be referred back to for inspiration.
A visualisation diagram is a visual representation into what the final outcome of the project will look like. We have created a billboard visual, which details all areas that are needed to include in the final outcome. This will help through the creative process as a reference.
A visualisation diagram is a visual representation into what the final outcome of the project will look like. We have created a visual of the social media advert that we will potentially create, which details all areas that are needed to include in the final outcome. This will help through the creative process as a reference.
A visualisation diagram is a visual representation into what the final outcome of the project will look like. We have created a magazine page spread visual, which details all areas that are needed to include in the final outcome.
Pre Production Schedule:
This is a product schedule and it shows the tasks that need to be completed, as well as showing if these tasks have been completed.
Phizzwizzard’s Competition:
These three canned fizzy drinks would be associated with being PhizzWizzard’s competitors. Below, is shown Fanta’s video advert, Coca Cola vintage magazine advert and Pepsi’s billboard advert. All three of these fizzy drink companies would be PhizzWizzard’s big competitors, and this is primarily due to them targeting the same target audience of the ages of 13 to 18-year-olds. Furthermore, the colours used within these adverts are incorporating similar colours used in PhizzWizzard’s adverts, because of this it Carter Sort Drinks doesn’t have their unique colour scheme to attract their audience. Coca Cola, Pepsi and Fanta are known to be being large competitors, due to their success rates. Coca Cola net worth in 2020 I estimated to be around $80.83 billion, whilst Fanta’s has a net worth of $3.5 million dollars. Lastly, Pepsi is estimated up to $18.8 billion. To conclude this shown that even though PhizzWizzard’s competitors have a large net worth and Fanta’s is significantly lower than their competitors, they are still known as a popular and in-demand brand.
Pre Production Schedule:
A pre-production schedule outlines what needs to happen before the project starts to be produced.
Gantt Chart:
The Gantt chart is a type of bar chart that illustrates a project schedule and when the tasks need to be met.
Research Into Conventions:
Magazine Advert:
Conventions are the tools used to suggest meaning in media forms and products, therefore one convention used within a magazine advert would be the big slogan placed at the top. By incorporating a large slogan it highlights the brand's image and meaning, as well as the slogan becoming memorable. In addition, there is usually a big image of the product being advertised on the magazine advert, which allows for the best representation of your product. Similarly, the brand colours and fonts need to be strong within the campaign to ensure the colours stand out. Therefore, the colours used within the PhizzWizzard magazine campaign are bright and engaging which attracts the audience. Usually, within magazine adverts there are few colours being used, to ensure the magazine is not overcrowded and busy. As well as incorporating vert few words, as this would distract the audience from the main purpose of the magazine. Another convention involved within a magazine advert is the price, by involving the price at the bottom, it is either an advantage or disadvantage to the target audience, as this would either persuade them to buy the product or not. Lastly, the last convention within a magazine advert is the logo. The logo is a persuasive technique that aims to convince the audience by using brand recondition.
The conventions which are needed to produce a billboard firstly are the bright colours. The billboard should contain bright colours to attract and draw the audience's attention in, which are used throughout the image, as well as the fonts. Not only do bright colours catch peoples attention but make the advertisement memorable, making allows the audience to remember the product. An example of this is Mac Donald's billboard campaign which involves the striking colours red and yellow which contrast against one another, and therefore signifies Mac Donalds. Another convention which is involved within a billboard advert is the companies logo, by placing their logo it automatically links the business to the billboard, as well as audiences knowing this. Furthermore, a slogan is sometimes incorporated within this advertising campaign to unify a business marketing strategy and what they are trying to create. Lastly, another convention which is considered in a billboard is the layout, which should be clear and organised to not make the campaign look overwhelmed and crowded, as the audience wouldn’t know what to focus on. A billboard will have only a few words because it is meant to be read very quickly by people travelling in cars.
Video Advert:
The main convention which is used within a video advert is the storyline and narrative, this is because without these two conventions the video advert would not be interesting to the audience and not grab their attention. Video adverts usually are short, so it doesn’t lose the audience's attention. Another convention used within a video advert would be editing, by using visual effects to give the product a magical feel, this leads to them remembering the advert. Natural Lighting and lots of close up and camera shots of the product are other conventions used to gain the best overall advert. Furthermore, another convention used within video adverts would be catchy jingles, the use of this is that they are memorable and attention-grabbing, by using the right jingle it will enhance what your advert is aiming to achieve. Video adverts are lively and upbeat to place the audience in a good mood, therefore persuading them to buy your product. The ending of the video advert would usually end with the product itself or the slogan. This is because this would be the last image would be what the audience remembers. Lastly, the last convention which may be used within a video advert is the use of celebrities, famous celebrities are featured sometimes due to building credibility and exposure for the brand, as famous people are known to influence individuals.
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