Evaluate the adverts (U20: M3, D2)
Learning Outcome 3 (U20): Be able to produce the planned media components
M3(U20): Explain how the created media components comply with the codes and conventions of the media sectors
Magazine:
Below is the sketch, final outcome and inspiration, for the magazine advert. When sketching and designing the magazine advert, I needed to ensure that there was a wide range of convention’s involved. When designing this campaign I took inspiration from a variety of other campaigns such as Coca Cola’s magazine advert and 7 Up’s adverts. Some ways in which my magazine advert took inspiration from Coca’s campaign was mainly due to both the advert focusing on the can which was placed in the centre of the page. To come up with the inspiration for the multiple conventions throughout this campaign both a mood board and visualisation diagrams were used to gain a general layout for the advert.
One convention which was used within the magazine advert was the imagery used, the imagery in this campaign was similar to Coca Cola’s adverts primary due to the imagery. The imagery within the PhizzWizzard campaign allows the main focus of the image to be the can. This is the same in Coke’s campaign, as by doing this it ensures that the adverts grab the audience's attention, allowing them to automatically know what the objective of the advert is. As well as that by allowing the can to be the main focus of the image, it enables the audience to not be distracted from the aspects within the campaign, furthermore, within the background of the campaign, both backgrounds were kept neutral so ensure the foreground would be the eye-catching element of the campaign. The inspiration came from Coca Cola’s background being black and white and PhizzWizzard’s being blue with the same words being written over and over again. The planning document that helped me with the imagery of the campaign was a mood board as this allowed me to incorporate all my ideas for the imagery on one page.
Another convention within the magazine advert was the social media logo in the campaign. By placing the logos of multiple social media platforms onto the campaign, allows the advert to be more publicised and able to reach a larger target audience. The placement of the social media logos was on the top left-hand side of the campaign, above the PhizzWizzard logo. Even though this was not involved in Coca Cola’s campaign, it mentioned in the cleat brief, by placing these logos on the advert it allows the advert to become more broadcasted.
Furthermore, another convention within the magazine advert was the brand logo which was involved, in multiple magazine adverts which Coca Cola advertised, their logo was placed allowing the audience to remember the brand's identity, therefore the business would be easily recognised, as well as that by placing your brand logo within the advert it aids the customers into your business, as this is a memorable aspect of your advert. The brand logo for the PhizzWizzard campaign is the rectangular logo containing the words ‘Carter Soft Drinks’. This logo is placed on the bottom right-hand side of the page, as mentioned before this idea came from both 7 Up’s and Coca Cola’s recent campaigns, and the idea sparked from the planning document of a visualisation diagram.
The last convention involved within the magazine advert, was the colour scheme, the main colours involved were the use of pastel colours. By using these certain colours it creates the feeling of earthiness and sophistication as these colours feel light, soft and calming. The pastel blue and pink harmonise with one another, as this ensures that the colours in the background don’t distract the audience from the colours within the can, as this would make the magazine advert noisy and crowded. The majority of the colour in the campaign are pastel apart from the PhizzWizzard logo as the red signifies the red liquid of the drink and the business logo which is green. Lastly, the planning document which helped was the use of a mood board, as this allowed me to see if the colours would contrast well against one another and if the magazine advert would have a greater overall effect when designed.
Billboard:
The sketch of the billboard advert, inspiration and final designed billboard advert is shown below. There is a wide variety of convention's used within this advert, such as layout, slogan and colours scheme. The inspiration for this advert sparked from visualisation diagrams and mood boards which were designed, as well as Coca Cola’s billboard campaign. Billboards adverts are known to be simple, as they involve a few words but on the other hand, are eye-catching and noticeable, which involve bright colours.
The first convention involved in the Billboard advert is the colours scheme, within a billboard campaign there should only be a few main colours, therefore, the colour shame for this advert is mainly only blue and red, this is because they contrast each other on the colour wheel which means they stand out against one another. The pastel blue colour is a soothing, peaceful colour as the colours links into the sky and ocean, as this provides the audience with a scenic view, this is also achieved through the use of the bubbles. Furthermore, the choice to using the colour red was due to the client brief, as the red can signify the colour of the drink the customers would be receiving, and the red laces around the can represent the strawberry laces that the drink will taste of. The existing campaign which I researched to gain inspiration for this campaign was Coca Cola’s billboard campaign, as the two main colours they used was red and white, as incorporating too many colours on your billboard will confuse the viewers and weaken your overall message. The planning document which helped distinguish the colours I wanted to use within the billboard advert was the use of a mood board as by doing this it allowed me to create a visual diagram and details to create a beautiful and cohesive vision.
In addition, the next convention within the billboard advert was the use of the slogan. Within billboard’s, there are few words used as the audience has a short time to read this, therefore the advert has to be readable while being passed at high speeds. The slogan in the PhizzWizzard campaign is placed at the top left-hand side, in a light pink/red font, as this links back to the colours of the can. The objective of placing the slogan is to point back to the benefits of your product, as well as highlighting a positive and memorable aspect of your business. Therefore the slogan ‘The Power Of The Phizz’ links to the fizziness of the drink customers would experience when purchasing the drink. The planning document which helped me was a visualisation diagram as, as well as Coca Cola’s billboard inspiriting me as their slogan signifies their brand, and is now a memorable aspect of their business.
Furthermore, another convention that exists within the billboard advert is the layout. As you can see the layout for the advert isn’t too crowded, as this would distract the viewer from the main purpose of the campaign. The layout of the PhizzWizzard billboard campaign shows the can be an eye-catching element that draws the audience's attention. The existing campaign which I researched to see this campaign was Coca Cola’s billboard advert as their can of coke is the only object in the frame, therefore allows the audience to quickly understand what their advert is about. The planning document which helped me design this billboard advert was the use of a visualisation diagram.
Video Advert:
To create the billboard avert, I had to get inspirited for the video from past video adverts, whilst sketching and creating the final outcome. The inspiration which I chose to create this advert, was Coca Cola’s ‘Turn up your day’ advert. When comparing these two campaigns there is a wide range of similarities between them such as the music, logo and product. To create the video advert a mood board, and visualisation diagram was created to ensure the PhizzWizzard advert was similar to Coca Cola’s advert in a few ways.
One convention, which was used in the video advert was the involvement of the can, which the company was promoting. Within the PhizzWizzard advert, an actor is drinking from the can, to aim to persuade the audience to try the drink. By her drinking from the can, it is showcasing her enjoyment of the drink, as well as how she feels afterwards. This took inspiration from Coca Cola’s advert when he also drank Coca Cola in the advert. Not only is this promoting the business product, but also making the audience and viewer’s what the aim of the advert is, as it’s grabbing their attention to the focus of the advert. Whilst, simultaneously showcasing the product in a positive light. Furthermore, an actor drinking their product in the video advert, focuses the audience's attention, making them believe that they need to try the product.
Furthermore, when creating this video advert inspired by the 80s’, another convention that I took under consideration was the choice of music. I decided to choose the song ‘Lovely Day’ which was made in 1977, by Bill Withers, to enchase the 1980’s theme within the video advert. The choice of music is important towards the success of the video, due to it creating emotion, as well as associating the product with a certain feeling enabling them to go purchase the product. ‘Lovely day’ is an upbeat and happy song that infuses joy into the audiences day, which results in your product becoming memorable which leads to them wanting to purchase it. When involving upbeat music within the video advert, the idea came from Coca Cola’s ‘Turn up your day advert’. Within this advert, they decided to choose the song ‘Koi Yaha Aaha Naache Naache’ to create a culture within their advert. Therefore, invoking music creates a sense of different emotions, which stimulates emotion in the audience. The planning document which helped me was a mood-board, as this encourages me to involve music within my video advert, as well as incorporating all my ideas on one page.
Moreover, another convention within the video advert is the use of slogans. Slogans are used to point words the benefits of a product. They highlight your brand image, ensuring your product becomes memorable. Towards the end of the video advert, the final product is shown, besides the slogan ‘Feel the Phizz”, in the opposite colour scheme. By doing this it allows the audience to signify the product with the slogan. Whilst simultaneously highlight the positive about the drunk such as the fizziness. This also took place in Coca Cola’s advert as they involve their slogan ‘Turn up your day’, as well as their products logo next to it. The planning document which helped me, was the use of a mood board, primarily due to being able to place all my ideas beside one another, which made me realise a slogan needed to be added.
D2(U20): Demonstrate how the technical and aesthetic properties of the media components meet the client brief
Within the client brief, there were many requirements that needed to be achieved when creating and editing these campaigns. The first client brief requirement which was achieved when making our campaign was for the campaign to be included on a billboard, magazine and video advert.
Magazine Advert:
One of the first requirements which were mentioned in the client brief, was for Carter Soft Drinks to make an advertising campaign for their latest fizzy drink. Within the magazine advert, this requirement was achieved by placing the logo of Carter Soft Drinks into the magazine advert, which was placed at the bottom right-hand side. By placing the logo within the magazine advert, the name of the company is clearly written for the audience to notice, which creates brand identity, as well as grabbing the audience's attention. When placing the logo, I needed to ensure that the size was noticeable and not too small for the audience to see. Another requirement that was mentioned in the client brief was for the drink to the taste strawberry laces and for the liquid to be in the colour red. Even though you are unable to see these requirements within the magazine advert. I believe these requirements were still met by incorporating the strawberry lace under the PhizzWizzard name, which demonstrates that the drink will be tasking like strawberry laces. By the colour of the writing being red, this signifies the colour of the drink customers would experience, the production document which supported this was the colour scheme. Furthermore, another requirement which the client brief mentioned which was achieved was the name of the drink ‘PhizzWizzard’, the client brief mentions the name of the drink to be ‘PhizzWizzard’, by including this within the advert the audience is aware what the drink is called, as well as providing them with a memorable aspect of the drink. When placing the word ‘PhizzWizzard, the decision was made to expand the font to fit the width of the page. Due to this fact, this would be eye-catching. Another requirement which was achieved was for the drink to only be sold only in cans, this requirement was met by the can being the main focus of the page, by showcasing the drink on its own it is demonstrating to the audience that the drink will be placed into a can. Within the magazine advert, the imagery within can attract both 13-18-year-olds and 25-35-year-olds, This is a requirement of the client brief, as both these ages are the primary and secondary target audience for the PhizzWizzard drink. Lastly, one of the last requirements mentioned in the client brief was for the campaign to go viral, this was achieved within our magazine advert as the logo for Instagram, Twitter and Facebook were incorporated within the advert. This links to the brief, as by including these popular social media websites within the campaign, it provides Carter Soft Drinks with a wider target audience and global span.
Billboard Advert:
Billboard adverts are primarily known for quickly grabby the audience's attention. They are typically placed in high traffic areas so they are seen by the highest numbers of drivers and pedestrians, therefore they aim to create brand awareness. The first client brief requirement which was achieved when creating the billboard advert was to create the latest fizzy drink named ‘PhizzWizzard’, this was achieved as you can clearly see this name placed on the can on the width around the can, which is the main focus of the image. Another requirement that was mentioned within the client brief was for the drink to taste like strawberry laces as well as to be in the colour red. This requirement was achieved as wrapped around the can aim to be strawberry laces, by doing this it has a direct link to the client brief, as this is providing the audience with the knowledge of what the drink will taste like. The pre-production material which supported me here was the designing of the mood board. In addition, it mentioned that the colour of the ‘PhizzWizzard’ drink is red, therefore by making the colour of the can red, it links to the client brief. Furthermore, within the client brief, another requirement that needed to be met was for the ‘PhizzWizzard’ to be only sold in a can, even though there is no evidence that supports this within the billboard advert, the campaign only showcases the drink within a can, therefore doesn’t contradict the brief. As well that it mentioned within the brief that the campaign is aimed at a retro audience. This requirement has been met as the slogan is chosen, which is ’The Power Of The Phizz’ was similar to another 1930’s slogan, which inspired me to create this slogan for the ‘PhizzWizzard’ campaign. The last requirement mentioned in the client brief was for the campaign to be shown on Facebook and other websites on their page. This requirement was met as the Carter Soft Drinks logo is shown at the bottom left bending the bubbles. This provides the audience with the information allowing them to find the drink on the website. As well as that, on the right-hand side the Twitter, Instagram and Facebook logo has been shown with links to the brief, as by incorporating these different websites and logos, it provides the ‘PhizzWizzard’ campaign with a wider global span and more publicity.
Video Advert:
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