How the components have used understanding of research undertaken on real media products (U20:M3) How the codes and conventions considered in planning have been met and how this was achieved (U20:M3) How the technical and aesthetic properties of the adverts meet the requirements of the client brief and the pre-production plan you made (U20:D2)
M3 & D2
For both of my advertisements I have tried to follow the codes and conventions in order to make them the best I possibly can. In order to to appeal to my main target audiences I needed to follow the codes and conventions, because of this, I will be reviewing my adverts and comparing them to some of the industries finest. As well as this, I will also be comparing my adverts to Carter Soft Drinks client brief, and I'll be looking at how I've performed and whether or not I reached the target for the company.
M3
Before I delve into my adverts, I need to explain what Codes and Conventions are;
Codes: Codes are the signs in media which create meaning and connotations to the audience, they come in 3 forms; Symbolic Codes, Technical Codes and Written Codes.
Symbolic Codes: These often come in the form of colour, the setting and the acting. Symbolic codes relate to people because these codes exist outside of the media product, Symbolic codes are also.... symbolic. They are widely recognised codes such as the colour blue being related to sadness and red being related to passion. Symbolic codes exist in all formats of my adverts.
Technical Codes: Technical codes are codes that are specific to the the media form and they do not live outside in the real world. A great example of this is camera shots used in video advertising. However it could also apply to editing and how the advert is created. Technical codes apply to adverts because its the scientific methods that companies use to draw people into their products.
Written Codes: Written codes are the formal language used within the media product, these are used in films to drive the story and the world to the audience, but in advertising, written code is the language used to entice more people into buying a certain product. An example of this are catchphrases, as the language is made to be catchy and remember-able.
Conventions: Conventions are the accepted way that codes are organised into specific genres and categories, these are; form conventions, story conventions and genre conventions. I'll only talk about form and genre because story doesn't apply to the adverts I've created.
Form conventions: Form conventions are the ways people expect types of media's code to be arranged. Form conventions are very broad and they depict the conventions of broad genres, such as adverts, movies and video games. As a whole these genres of media are expected to have their own systems and codes. Typically movies would start with an opening credits, video games would feature tutorials and adverts would showcase the product and its price.
Genre Conventions: Genre conventions are more specific than form conventions as it delves into specific genres and the codes they need to follow. For example form conventions look into advertising as a genre of media, whilst genre conventions looks into the codes of the specific type of advertisement. This would look into specific codes, for example; social media adverts need to have hashtags or some other form of viral marketing, posters need to have big text, etc.
My adverts
LED Board (Poster)
Slogan
In my LED poster I've strived to follow as many codes and conventions that you would see in everyday poster advertisements. From the researched poster we can see that slogans are included in posters in order to make them memorable. Slogans in LED posters need to clear and concise so the target audience can clearly read it. As well as this my slogan is positioned in a clear and bold position. With my advertisement I decided to have my slogan positioned next to my product as they are both key areas in which they are heavily viewed. As shown in the Pepsi, their slogan uses repetition in order to make the slogan catchy, I have also used a similar technique (Alliteration) to make the slogan catchy so that people who view my advert remember it. The slogan is vital for print based media as it allows to show personality and create a memorable phrase that people associate the company with, and I believe I achieved this.
Clear view of product
As well as having a clear slogan, on LED boards the product needs to be in a clear view for the audience to see as its the main focus of the advertisement. As we can see from the successful poster on the left, the product is centered and within the centre of the advert with a splash effect. The Pepsi example is very simplistic yet incredibly effective as the splash effect acts as an explosion as if the can was bursting through the poster. Within my advert I've been my conserved as I've focused on the colourful imagery and writing. In my LED poster, I've still made it an objective of mine to ensure that the product was clear to see for the audience. Compared to the professional example, my product is seemingly small, however as previously mentioned, the product is placed next to the slogan, in the hopes that it will stand out next to it. As well as this the PhizzWizzard can is placed on a lightly coloured wooden table, which completely contrasts the dark background and the colourful writing, thus making the can stand out.
Brand Logo
Although it may not seem important, branding on advertising allows for people to gain more awareness about the company, its logo and therefore they may recognise the brand in the future. The example showcases this brilliantly as the Pepsi logo is is clearly imbedded into the bottom of the poster so that the audience can see the brand logo, its traits and features, therefore allowing to create a visual long term memory in their mind. We've done the same with our poster, as we've added our logo to the bottom in order to stop it from taking anything away from the advert in terms of the design.
(Z pattern)
Like most posters that are displayed currently, I tried to follow a Z pattern style of placement as this is a common way individuals read adverts. As the red line in my example shows, people tend to read from the left to right. We've replicated this in our advert so that its easy to read for our target audience as well as this, we've also made the Z- pattern follow the key parts of the advert such as the sign saying Now Serving, the PhizzWizzard Product and the slogan. This is to make sure that our customers read the key information first, as they may not have a lot of time to read it.
Social Media
Hashtag
The use of Hashtags in our social media campaign has been vital, Hashtags allow for a mutual benefits between our users and the company. Because of Twitter and other social media platforms algorithm and trending, tweets containing a hashtag can be promoted further, this can help an individual get potentially more likes on their post as well as obtaining new followers and this would definitely help us achieve our goal of creating a viral campaign. Hashtags can also be helpful when creating a social media competition as people can reply to the post with the hashtag, increasing their chances of winning and also helping us make our campaign go viral.
Emoji/Icons
In our social media post, and in the example post to the left, we've used emojis after key parts of our sentences in order to draw attention to them, emojis/ icons also allow for a social media post to stand out amongst other posts that our consumer base may find in amongst their recommended tab. The use of icons/emojis makes our social media advertisement easier to read and understand for our target demographic.
Celebrity Endorsements
D2
At the start of this production, we were given a client brief from Carter soft drinks detailing what they wanted to se from this marketing campaign and how they believed it would benefit the PhizzWizzard product and brand identity.
From reading the client brief we have already met the following
- Create an advertising campaign for their latest fizzy drink, named PhizzWizzard
- Created an advert for a strawberry laces flavoured beveridge which is sugar free and only contains natural colourings and flavourings
I decided not to talk about these requirements in detail because they were basic requirements.
House Style
Firstly, the client brief details to us how the drink is only sold in cans and as we weren't given a design of the can, we had to create the design behind the; can, logo and branding/house style. On the branding of the product we decided to give our style a neon/ retro feel.
Improvements: For the branding I decided to use Neon writing to match the style of Neon signs that would be commonly found in the 80's and 90's another feature of the font was the double lines feature, this once again allows for the font to create a neon sign imagery in the consumers head, this was done in order to create a retro and nostalgic feel to the product in order to attract those who would fall into our 30+ age category.
As well as the font, I also created the Wizard logo with the neon effect in mind. The thin lines and sharp colours coupled with the black background meant that the logo would clash and therefore stand out to our target audiences. As well as this we also used the colour red in our branding and design for our font in our logo, this is because is predominately known for its connotations of passion and its relation to energy, we created our font this way in the hope that it would attract our younger target demographic as red can also be seen as rebellious and devilish which could help our brand be more appealing. As well as this, energy and passion could also attract our main target audience as they may feel like they need to revitalise their passion and energy, which again could also back our message of having a "Fizzy Flashback".
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| PhizzWizzard Can |
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| PhizzWizzard Logo |
Overall in terms of the branding of the drink, I feel as if I've achieved the retro look that would be appealing to an audience of retro 30 year olds as well as a secondary audience of 13-18 year olds.
Target Audience
As mentioned in the client brief, Carter Soft Drinks were targeting their product to ages of 30 and upwards, as well as this we also had to make sure that we could target teenagers aged 13-18, across our cross media campaign we have used platforms to appeal to different demographics, for example we have specifically tailored our social media campaign to appeal to our younger audience through the use of emojis, the use of relevant celebrity endorsements, and the (hopefully) viral challenge itself appeals more to our younger audience. However this isn't to say that our main target audience of retro loving 30+ year olds wouldn't also be included within the social media campaign, the social media campaign uses the #Haveafizzyflashback slogan, which is used in all 3 of my advertisements (TV, Social Media and Digital Poster). All 3 of my advertisements focus on the feeling of becoming young again and drinking this drink would send you back to the 80's and 90's, this allows me to entice audiences of retro 30+ year olds as the adverts hold a nostalgic vibe and feel.
Launch a cross media campaign
As previously mentioned, we also had to create a cross media campaign for Carter soft drinks in order to get the most publicity and brand awareness for the drink. For this campaign I chose 3 forms of advertising across a range of media. I chose TV*, Social Media and Digital Poster.
*Due to the ongoing COVID 19 pandemic we were unable to compete the filming and production of the TV advertisements, however it was planned as if the advert was created.
- TV: I chose to create a TV advertisement as it appeals to our main target demographic of 30+ year olds. Generations who are younger would typically use streaming services which don't allow advertisements. As well as this we could also use BARB statistics to work out when the best time for our TV campaign to broadcast as we could factor our age demographic as well as using our ad on prime time TV. Our TV advert can also be watched on YouTube
- Social Media: Unlike Television advertising, social media mainly appeals to our secondary audience, Platform sites such as Twitter utilise trending tabs and hashtags thus allowing it to be easier to create viral marketing, as well as this, twitter is more commonly used than Facebook in terms of our secondary audience, also taking into consideration that Social media advertising is incredibly cheap and its very easy to create a viral campaign, we think its vital that we advertise on social media platforms
- LED Poster: Almost a combination of the two previous methods of advertising, we used LED posters to try and attract customers who don't fall within our two categories so that we could grow as large a consumer base as we possibly can. The poster would be displayed outdoors in shopping vicinity's a areas of local business so that it can have a high footfall.
Create a Viral Campaign
In all of my advertisements, I've tried to link all of them with a catchy slogan (Have a Fizzy Flashback) to try and get the adverts to stick in the minds of PhizzWizzards target audience. On social media I've used the platform (Twitter) which has multiple tabs on trending and viral videos as well as celebrity endorsements and hashtags in order to let it grown and hopefully become viral. Viral marketing generally appeals more to our secondary audience, however, if our TV advert is successful it can help to propel the campaign to hopefully make it become viral.
Potential Issues with the campaign
In my campaign I faced no Legal issues whatsoever due to what I have created. One ethical issue however form my campaign could be the promotion of unhealthy drinking habits to children. Despite being a sugar free drink, promoting fizzy drink (which is known to cause harm to your body in excess amounts) can still be controversial, especially after rising figures in childhood obesity not only in Europe but within the UK as well.
In terms of legal issues, I wanted to use copyrighted music for my projected TV advertisement, had I created the TV advert without informing the artist as well as there legal team then We and PhizzWizzard and Cater soft drinks would've been in legal trouble.
Overall
I would say that I've met the requirements of the client brief, I feel as if I've made a cross media campaign directed to retro loving 30+ year olds as well as 13-18 year olds, I think I've created the foundation for the campaign to go viral and I've also made sure that the adverts keep in line with legal and ethical practices.
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