13. This blog is now closed

This is the end of my blog which detailed my planning and pre-production work.

In order to access this blog from the beginning to end, click on the AS Research and Planning label.

Thanks for reading through the blog, I hope you enjoy my final productions.

This blog is now closed

Thank you,
Candidate 4237

12. My Final Production

Wave Advert 1

Wave Advert 2

11. Production review: my production and my intended improvements

The review stage of production is vital to making the final product as successful as possible. I decided to ask my peers and the media staff to review my work, and beforehand I worked out what I wanted to talk about, and afterwards I decided how I wanted to improve my work.


Advert 1
Everyone picked out many positives in my advert, for example the successful use of black and white or the use of music to connote the mood, but I also decided to make some changes before final submission as a result of the discussions. The target audience review group I spoke to were males and females aged 16 and 17.

MRS BLACKBOROW

• We talked about the narrative structure which I wasn't completely happy with and as a result I added an extra shot. We also talked about sound levels, which I had planned to change.

MRS DYMIOTI

• We talked in particular about the date itself and the framing of the product shot. 

SAM, MEDIA TECHNICIAN

• We talked about the voice-over, I had been planning to change the voice-over script and Sam agreed that it would help the story.  We also talked about the actions of the girl before the date which I didn't feel looked very realistic. 

TARGET AUDIENCE

• They liked the ads and agreed that my changes were a good idea. 

Advert 2
Again, all had positives to say about this advert. Most said that they enjoyed the humour in the ad and the relatively fast pace, as well as the clear message it was delivering. We discussed the changes I was planning to make in the last couple of weeks of the production phase.

MRS BLACKBOROW

• She agreed with me about the need to change the sound levels, and also we discussed what could be done to ensure the advert was a bit more unisex. I suggested changing the voiceover from a male to a female in order to incorporate the unisex brand value that the brief wants. I have now done this and I think it works well. 

MRS DYMIOTI

• I told Miss I wanted to change the pack shot like the other one, and she agreed that it would be a good idea. 

SAM, MEDIA TECHNICIAN

• I wasn't happy with the fade transition between two of the shots and I decided to change this transition into a wipe so it flows much better than it did before. Sam thought this was a good idea. I also thought the pace of my advert was a bit slow and I increased the speed to 110% so it is faster without seeming robotic or fake.

TARGET AUDIENCE

• I asked my target audience focus group if they thought the cooking shot was funny, they didn't really like it so I cut it down. Now the shot is cut with just the focus being the whisk on the flour rather than including a pan round to the other character.

Overall, I'm glad I organised the reviews at this stage, it was beneficial to the production of my advert, as it gave me the confidence to go ahead and make the changes I wanted. I think my adverts are more successful as a result.

10. My planning evidence

Throughout pre-production, I have created many documents in order to help me plan my production. These documents help with both organisation and actually pinning ideas down onto paper, which helps me fully visualize my ideas. All of my pre-production work will be below.
Timeline
   

























Creating these two timelines was very useful for me, as it allowed for me to visualise roughly what happens when and how I'm going to fill the 30 seconds required.
This was the first stage of my creative pre-production.

Storyboard

Above is a page from each of my two storyboards. I created these in order to plan out each individual shot, both in terms of framing and in terms of duration, so I would not have to do this on the filming day. This was the second stage of my creative pre-production.

Script

Both my adverts use voiceover a lot as the character interacts with the voiceover. Therefore, creating a script was vital as it will help me during production, as it means that my voiceover can just read directly off of the script which would make it more smooth. This was my third stage of creative pre-production.

Bottle Logo

This is the logo of my product that will be placed both on the bottle and in the end titles. This was useful as it allowed me to fully create my brand identity. This was the fourth stage of my creative pre-production.

Character, costume and hair and makeup list

Above are my character lists which have planned hair and makeup on them as well as costumes. The hair and makeup are stock images that look how I want my actors to look. This helps me design their look on the day of the shoot. This is my first stage of organisational pre-production.

Location Report & Risk Assessment

A location report is very useful in production as it helps to have a clear idea of where I am going to be shooting on the day and therefore the day can run smoother as there will not be time wasted on figuring out where to shoot. The risk assessment means that I will know what to avoid doing on the day of the shoot to minimise the risk of an accident. This is the second stage of pre-production.

Shootboard

Above is one page of my shootboard. This organises the order the shots will be taken in based on practicality, and so is very useful as it saves time on the day as there will be less travelling around. This is my third stage of organisational pre-production.

As seen above, I have been through a lot of pre-production in order to help my shoot run as smoothly as possible on the day. It was worth the effort as it will help me a lot when it comes to shooting.

9. The practicalities of filming: when and where production will take place and with who

I have created a shoot schedule that will help me shoot on the day. It has been organised practically, for example shots will not be filmed in order but rather to take into account locations etc. It's also been planned so that the actors for the first advert do not need to be there when filming the second advert and vice-versa. Below is the shoot schedule

8. The planning I intend to complete in order to ensure a successful outcome for my production

Planning is essential in order to create a successful product, as it means that the production can run smoothly without interruptions.

The planning I intend to do and when I will do it will be listed below:

• Timeline of both adverts - 5th February
• Storyboard for both - 6th and 7th February
• Cast list - 8th February
• Costume and make-up (will be within cast list) - 8th February
• Draft script for both - 9th February
• Location report - 18th February
• Risk assessment (will be within location report) - 19th February
• Shootboard - 20th February
• Brand name design - 21st - 22nd February

7. My statement of intent

This is my statement of intent, completed on 2nd February 2018

6. What I have learnt about industry in relation to television advertising and how I intend to use this knowledge and understanding to ensure my production is appropriate to the media industry context of the set brief I have chosen.

The ASA are the body responsible for regulating adverts, hence it's full name being 'Advertising Standards Authority'. Whilst they do not have the power to prevent an advert from being published, they can remove the advert based on the complaints received about it from the public. Therefore, it is vital that I understand these rules and do not break them in the making of my advert.
The list is very long and not all of the rules apply to me, so below I will be breaking down the articles of the list that are relevant to me. Click here if you wish to see the full list.
It is also very valuable to understand the channel of E4, as this is the industry in which the adverts will be shown. It is vital to understand the brand identity of E4 and the target audience in order for my advert to appeal as much as possible to the target audience of that channel.
Finally, to make my production appropriate to the media context set by the brief, I need to understand the rules and regulations of copyright music.

ASA

4.2 Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards

This is a rule that can often be broken by mistake, for example a company may not notice that something in the advert offends someone. This was the case in the advert on the right - the infamous Kendall Jenner Pepsi ad. This advert was pulled by Pepsi before being banned, but this was due to the widespread offence it caused, as many said that it mocked and over-simplified the civil rights movement in the US. This therefore caused widespread offence against moral and cultural standards.
I have to take this into account this rule, as if I am not careful one of my adverts may offend people of the LGBT community.


3.12 Advertisements must not mislead by exaggerating the capability or performance of a product or service

Again, this is a rule that can be very easily broken, as a company wants to sell their product as much as possible and therefore exaggerate the effects. The advert to the left is a Rimmel London mascara ad featuring Cara Delevigne which was banned for exaggeration. In this case, the use of fake eyelashes made it seem like the mascara was giving this effect, when it was not.
Considering the USP of my product, which is it helps people be themselves and break society's rules, this rule will be very important to me. I need to make sure that I am not saying that the deodorant makes you be yourself, but that it helps you be yourself.

4.9 Advertisements must not condone or encourage violence, crime, disorder or anti-social behaviour

This is a rule that may not be as relevant to me but I still needed to take it into consideration when creating my adverts. The Be Stupid campaign by Diesel on the right was banned for encouraging anti-social behaviour, as many thought it would have a negative effect on people, specifically younger people.
Therefore, when planning my advert I had to take into account that there could not be any antisocial behaviour. I originally planned for graffiti, but this would encourage antisocial behaviour so I scrapped that idea early on.

5.1 Advertisements that are suitable for older children but could distress younger children must be sensitively scheduled

The advert on the left is an Asda advert that received 62 complaints, but these were not upheld by the ASA, and the advert was allowed to run. Many found the advert to be distressing to younger children, due to the girl having green eyes and a seeming lack of control over herself.

However, the ASA deemed the advert to be alright considering the Halloween celebrations at the time. The upbeat music connoted a happy mood in the advert, and therefore made it less scary.

Whilst my advert isn't targeted at children, it will still be shown before the watershed so I have to make sure that my advert will not distress younger children.

E4

E4 is a channel that is targeted at 16-34 year olds, and airs mainly comedy/reality shows, with
the Inbetweeners being the most famous comedy and Made in Chelsea the most famous reality show. I hope to use young actors to be relatable to the young audience of E4 as seen by their young target audience. Also, I intend to appeal to the youthful audience of E4 by portraying situations that may be relatabale to them, for example looking for love on a dating app. Prime time E4, so 7-9pm, during the week is filled by the Big Bang Theory and Hollyoaks, with other shows in the rest of the 2 hours changing within the week. This influenced my ideas massively, as I hope to feature comedy heavily in my adverts to appeal to the E4 audience, who are watching comedy shows such as the Big Bang Theory. Viewership is predominantly female, although considering Wave is a unisex brand I have chosen to ignore this fact when thinking of the ideas for the adverts, as I want to have equal appeal to both male and females.

Copyright Free Music

As stated by the brief, everything in my advert must be original apart from the music, which must be copyright free. Therefore, when making my advert music needs to be copyright free. I intend to use the Youtube channel called Audio Library, that has been verified by Youtube themselves, on the right is an example of copyright free music from their channel. This means that when I add the music to the advert, there is no legal right of the music creator over the material I produced, and therefore the adverts are accredited to me only.

The music I plan to use will be listed below. All is from Audio Library:
Positive Rock by HookSounds

Succotash by Silent Partner

Ether by Silent Partner

Dog and Pony Show by Silent Partner

Overall, understanding the ASA codes and rulings is vital when creating my advert, as it had to be created to last. If they were to draw complaints, then they would be taken down and therefore the product would attract negative attention. It is also vital to understand E4's target audience, and therefore design my adverts to appeal to the target audience. Also, it is integral to understand the rules of copyright free music.

5. What I have learnt about the representation of events, issues, individuals and social groups in television adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully

When making an advert, it is vital to choose whether to reinforce or challenge stereotypes, as this will bring appeal to a certain group. For example, if your target audience is active OAPs, then you will probably want to break the stereotype of OAPs sitting at home or in a home all day. I have researched many different adverts in order to inspire my ideas about representation, specifically about gender and sexuality.

CK2 Fragrance advert - Sexuality representation
Whilst this is a fragrance advert, it can still be useful in terms of analysing representation. The advert presents a male homosexual couple riding a motorbike together. It presents this social group in a positive light, and also breaks stereotypes about homosexuals. Often, gay men are presented in the media as very camp, and not enjoying so-called 'manly' activities such as riding a motorbike. The fact that they are riding a motorbike and enjoying represents this group as much more diverse, and not in the stereotypical way that is often seen.
This has inspired me massively as I have chosen to follow this idea of breaking homesxual stereotypes, although in my advert it will be between two females and not two males like in the advert above.

Sure women advert - Gender representation

This advert breaks the stereotype of women being weaker than men and somewhat submissive. Whilst representing women in this way isn't as rare as the representation above, it is still not common in the media. The advert's voiceover enforces the idea of women being strong, in any situation in life. 'Strong full stop', is a direct quote from the advert, which represents women as strong; just as strong as men. This inspired to break gender stereotypes in my advert, although in mine it will be breaking male stereotypes, as the main character will get involved in so-called 'feminine' hobbies, that would not be associated with being manly.

Lynx 'Is It Ok?' campaign - Gender/Sexuality representation
This campaign focuses on breaking stereotypes of being a man and being masculine. In today's modern society, many expect a man to be tough and strong, as often presented in mediums like magazines and TV. Men are often presented as strong and muscular, but this advert questions this portrayal, through the line 'is it okay to be skinny'. This is a representation of men that is often not seen, and therefore would appeal to men who are not physically muscular, which is most, as it is relatable. There is also a scene that portrays a homosexual relationship in a positive light, which although is not uncommon, it still breaks the stereotype of the 'average man' image, which includes being a heterosexual relationship. I intend to break the stereotype of this 'average man' image, by the males in my adverts enjoying feminine hobbies, and I also intend to represent a homosexual relationship in a positive light in the advert with the females, in order to relate to my target audience.

In conclusion, research into the representation of different societal groups has helped and influenced my planning massively. I have seen that most adverts tend to follow stereotypes and therefore reinforce them, but some attempt to break these stereotypes. These ones in particular have influenced the planning of my advert, as I want to break stereotypes about gender and sexuality, as that what my target audience also want to do but in the actual real world. Therefore, by breaking stereotypes in the advert, I would be making the advert relatable to my target audience, which would appeal to them as explored by post 4.

4. What I have learnt about the content and appeal of television adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate successfully with the target audience

The use of content and appeal in adverts is probably the most important in terms of selling the product, as without appealing content in the advert, people will not actually want to buy the product. Therefore, researching the content and appeal of deodorant adverts is vital in making my advert successful.
The uses and gratifications theory breaks down appeal into four different sections, and suggests that the audience's active consumption of the media is to fulfill their own gratifications.

The first part of the theory is the media providing information and education, which provides the audience information that they didn't previously have, thus appealing to them. The dove men advert above provides information to the audience about their moisturiser technology, that they previously would not have known about. This new information will fulfil their need to be better educated on the subject, and therefore will appeal to them. This may persuade them to purchase the deodorant. I intend to fulfil the need for education, but in a slightly different sense. I intend to educate the audience on what they can do, for example what hobbies they can do, which they previously may not have known they could've done. This would link to my idea of the deodorant helping to break social stereotypes.

 The second part of the theory is that the audience interacts with the media to escape from everyday life. This makes it appealing to them, as it allows them to leave the stressful real world, even if only for 30 seconds. The Old Spice advert above uses humour to provide this escapism, as the audience may get lost in the laughter and forget about everyday life. For example, the scenes of Terry Crews shouting provide some humourous moments that provide escapism. I intend to us this in my advert as well, as there will be humour between the voiceover and the character involved, as well as humour through the scenarios played out in the ad.

Personal identity is the third part of the theory. It suggests that the media source will appeal to the audience by being relatable. This can be seen in the Secret advert, which will be relatable to people who are transgender. As this group isn't often portrayed in the media, and so the fact that they relate to the character will mean that they will be appealed to, and therefore would be more likely to purchase the product. This will be the another appeal point of my adverts, as it will contain people who are trying to break stereotypes, and therefore will be relatable to people who don't feel they fit in with societal norms. These people are my target audience, and therefore my adverts will appeal to them.

The final part of the theory is that the media provides social interaction, which means that it appeals to the audience as it provides a topic of conversation with them and their peers. This can be seen in any advert pretty much, as they all provide a talking point that allows for interaction. For example, the Lynx advert on the left provides a talking point, e.g. 'have you ever tasted wasabi?'. My advert will provide a talking point, as it will allow people to talk with eachother about breaking societal norms.

Overall, the use of the uses and gratifications theory provides a good way to break down appeal and therefore use it in my advert. If the advert is not appealing, then people will not buy the product.

3. What I have learnt about the codes and conventions of television adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully

Understanding of the codes and conventions of television adverts is vital in creating a successful advert yourself. These codes and conventions have made other adverts very successful, and because the audience are expecting to see these codes and conventions, if I do not use them then the advert may not be successful as it might confuse them.

One clear convention I have found in deodorant adverts is the use of the bathroom as at least one of the settings in the advert. For example, in the Nivea Men stress free protect advert above, it starts with a shot of the main character in the bathroom. This is because this is the area in the home where deodorant is applied, and so it sets up a relatable scenario for the audience, thus adding appeal. I intend to start both of my TV adverts with similar shots in the bathroom, in order to follow this convention.

Another clear convention seen in both of the pictures above is the deodorant bottle being in the shots and being used. This means the audience can see what the bottle looks like and therefore see the branding. It also means they can recognise the bottle in the shop if they see it, and therefore buy it. I have followed this convention in my adverts and will have the bottle in shot and will also have the actors in both adverts applying the deodorant. Also, the use of the bottle will help to construct a brand identity, as in the adverts it will help the actors be themselves. Therefore it will help to connote the idea that the brand encourage breaking social stereotypes.

As seen above in the Degree women dry spray advert, the advert often finishes with a pack shot of the product with the slogan next to it. This is used to again make sure the audience know what the bottle looks like, and what the USP of the product is (signified by the slogan). This will be followed in my adverts, which will feature a pack shot of the product, with the USP connoted through the slogan. The logo and slogan often clearly lay out the brand identity of the product, for example above it connotes that the product's brand identity is cleanliness and hygiene. In my adverts there will be a slogan clearly seen to signify the brand identity.

The above advert is the Nivea Men advert featuring the Liverpool FC players. This is an example of the use of music to connote the mood of the advert, and the use of soundtrack to add humour, both of which are clear conventions in deodorant adverts. The music in this advert is happy and energetic, as the deodorant's USP is to prevent stress, and therefore be happy and energetic. My adverts will follow this convention, as they both will contain relatively happy and active music to connote the happy and active feeling the deodorant will bring.

The other convention seen is the use of the soundtrack to portray humour. Towards the end of the advert, the music stops as a dinosaur crushes the car, which is intended to be a humourous moment. I will follow the convention of using the soundtrack to portray humour, as in my second advert when the main female is on a date with the boy the music will be boring, compared to the happy music when she is on a date with the girl.

Another convention of almost all TV deodorant adverts is the use of fast paced editing and a range of camera shots, as seen in the Nivea Men advert above. Both of these conventions help create the brand identity of this product, which is energetic and stress free. In my adverts I will use both fast editing and a range of camera shots to connote the active part of the Wave brand identity.

Overall, through my research of the codes and conventions of TV deodorant adverts, I have understood how they are used to appeal to the audience, and therefore they have influenced me to use them in my adverts as well.

2. Existing adverts/campaigns I have researched and how these have influenced my ideas

Research into existing adverts is absolutely crucial in creating my advertising campaign, as it allows for me to understand the codes and conventions of TV adverts. Without this, I would not know what appeals to my target audience and not know what to do. Overall, four existing adverts influenced me the most in my campaign.

1 - CK2 fragrance TV ad

On the right is the CK2 TV ad, which inspired my choice in target audience. The advert is targeted at 16-25 year olds, which is very similar to the age range of my target audience. It is also a unisex fragrance, which again is the same as Wave.
However, what makes the advert unique is that it is targeted at forward thinkers, who encourage people being themselves. For example, one scene in the advert features a homosexual couple, and another scene features two women lifting their tops up. These actions are seen as breaking stereotypes and rules that have been in place in society for years.
Thus this advert influenced me as it showed me that people who want to be different and break stereotypes is a large target market, and inspired my choice in this category of people.
2 - Old Spice Questions ad

Whilst this is actually an advert for body wash and not deodorant, it still inspired me a lot. The advert features a half-naked man talking to the audience directly, whilst he is moving through all different scenarios - for example at one point he swan dives.
This mainly inspired me through the idea of breaking the fourth wall, which I will feature a lot of in my advert. Also, this advert features a lot of humour, which is a technique that is suggested in the brief. For example, he rolls a log on water before walking on the water, which is meant to be humorous. This inspired me to add humour into my advert.
3 - Nivea Stress Protect ad

This advert is for Nivea stress protect deodorant, that is targeted towards men who are making a career and starting a family, so it does not overlap with my target audience much.
The advert uses voiceover to talk through the storyline whilst adding facts about the deodorant e.g. it's stress protection. The main character is running late for his daughter's play, so has to find a different way into the hall.
This advert inspired me to use voiceover a lot in my advert, as it can be a useful tool that can explain the USP of my deodorant (allowing you to break stereotypes and be yourself), and move the story of the advert forward.

4 - Secret Ladies room ad

This advert tells the story of a woman that looks different to the other women and is scared to walk into the ladies room. This has connotations that the woman may be transgender and it is her first time in her life that she is in the ladies room.
This advert uses emotional appeal very well in order to sell their product, and has a message about not being afraid to break stereotypes.
This inspired me to use emotional appal in my adverts, although it may not be the focus of the advert like in this example. Many of my target audience may not like what men or women like, and so whilst humour will be the main focus of my advert, I intend to incorporate some sense of emotional appeal as the TA may feel that the situation in my adverts will appeal to them.

Overall, these four adverts have inspired my ideas a lot, and without them I would not have been able to think of ideas for my two television adverts.

1. How I intend to fulfil the requirements of the brief I have chosen

For this project, I have chosen to follow brief 1 which is the television brief, which requires me to make two 30 second TV adverts for a new deodorant called Wave. This is targeted at 16-25 year olds and will be shown on prime time E4 on weekdays from 7 - 9pm. The brand should have a youthful, active and unisex identity.

As seen on the right is my plan for both of my adverts (these are borrowed images and will not feature in the actual production). First of all, they are both 30 seconds in length. One advert is based around a man, while the other is based around a woman, but both will feature male and female voiceovers, to signify that it it is unisex. Also, the main focus of my brand is breaking stereotypes, and so the stories in them will not specifically appeal to men or women. For example, the first advert on the right is about a woman who chooses to go on a date with another woman, which indicates the breaking of stereotypes. I don't think this will just appeal to women, but will appeal to all who are interested in the same sex. The product itself will feature heavily in both adverts, as there will be a pack shot as well as the actors in both actually applying the deodorant.

E4 have a target audience of 16-34 year olds, and therefore share a very similar target audience to Wave which is 16-25 year olds. Therefore, the ads themselves will feature people of that age group to make them relatable, which also signifies the brand as youthful. Also, people of this age range tend to want to break the stereotypes of society, and so this will appeal to them also. It connotes the brand as active because the characters in the ads are active with bringing new ideas that break stereotypes. In addition, I intend to use a variety of camera shots and some movement in order to make the adverts fast-paced to connote the active brand identity. The editing will add to this, as this will be fast paced and feature many transitions such as wipes and fades.

Both will use the same slogan, which is 'breaking the status quo, without BO', which follows the brief. The product name and the slogan will both feature at the end of each advert. The main technique used will be humour, which will be denoted through the character's interactions with the voiceover. I felt that the use of humour helps make it appropriate for E4, who mainly show comedy shows such as 'The Big Bang Theory' or 'Brooklyn Nine Nine'. The interactions with the voiceover also follow the brief as they will be part of the soundtrack, which will also feature music to connote the mood of the scene, and as the interactions will happen in both, it will make the adverts synergistic. The music will be non-original, as I cannot play an instrument, but it will be copyright free. I also intend to feature intertextuality specifically in the female advert, where there will be clear links to dating apps such as Tinder or HotNot, and this will therefore add to how relatable the advert is. I also hope that there will be some sense of emotional appeal as some of the target audience will relate to the situations in the advert.

Different settings will be featured in both adverts, which will include a park, a coffee shop, and two different bathrooms. Also, one of my male actors will be of black ethnicity, while the other will be mixed race, and the main female will be of asian ethnicity, and therefore represent more than two social groups. Both the adverts will also adhere to the rules of the ASA.

Overall, my adverts are clearly designed to follow the brief, as  they both contain everything that the brief states they should have, and therefore they should fulfil the requirements of the brief I have chosen.

Homeland continuity task

1. What was your role in the task and what did you actually do?
My main role in the task was to act as a CIA agent in the scene, which can be seen in the video above. However, I also helped decide what was going to actually happen in the scene, but that role was minimal.
2. What factors did you have to take into account when planning, filming and editing?
One large factor was keeping this in the style of Homeland, which affected how we created the story. To do this we made it a blackmail scene, as these are featured heavily in Homeland. Homeland also tend to reinforce middle eastern stereotypes, which we followed by making the person we are blackmailing be from Iran. Another factor was keeping it continuous, specifically with the opening of the door and the positioning of the folder. This affected filming and editing, as when filming we had to make sure the folder would be in the same place and in the edit we had to make sure there was a match on action with the door.
3. How successful was your sequence? Did you manage to demonstrate match-on-action, shot-reverse and the 180 degree rule? Did you achieve continuity overall?
Apart from bad acting from myself, I believe that my sequence was successful mostly. The main issue was the positioning of the folder between shots and reverse shots, as the folder slightly changed place between both. I believe that there was a successful match on action in shots with the door and shots of me tucking the chair in. The 180 degree rule was not broken during my sequence either.
4. What have you learnt from completing this task?
I have learnt how to edit a match on action successfully and I have learnt to use master shots in editing a conversation rather than just shot-reverse. Clearly I need to learn how to act but overall this task has been very enjoyable and I have learnt how to edit a sequence relatively well.