Sunday 14 January 2018

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.

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