Original idea and research Blog PostWYP ADVERT RESEARCH Posted on November 3, 2014The advert I will produce will be a burglary awareness campaign made by the West Yorkshire Police Force targeting parents, OAP’s, people who live alone and household owners in general.I have decided this advert to be a realist drama to show the audience that this is a real life situation that is continuously happening all over the world (but specifying it to the area). Advert idea:The advert will be 30-45 seconds long, set at night time in a back garden with a fence, a dog is let out in the garden, sniffs around then starts barking at (supposedly) nothing, someone comes out to see what the dog is barking at, sees nothing, burglar is seen in behind shrub/tree by dog, dog taken inside, door shut, end screen showing slogan and logo. My advert would be accepted by ASA as it follows all of the regulation codes.Slogan: light up, lock up, be secureFacts about burglary:A burglary happens every 40 seconds in the UK. 64% of householder confessed to occasionally leaving doors unlocked whilst away from home and a further 37% whist inside the home. 57% of burglaries occur when someone is at home. 56% of burglaries happen at night. 9% of property stolen is returnedI have conducted secondary research and collected quantitative information about my audience, production and market.Audience researchTarget audience is anyone (primarily) living in West Yorkshire who is either responsible of others inside the home or someone who is able to live and be in a home on their own. Mainly targeting single parents living in urban or poverty (classed) effected areas as they are most targeted by burglary, also targeting people who keep the home open/unlocked.Production researchFilming may take place during the course of 1-3 evenings without taking time out of daily routine work.Equipment- computer and editing software, camera and microphone needed, can be rented but probably have the equipment anyway.Staff- actors, camera man, editorTime- time depends on how much editing needed and how many staff is neededFunding/Cost- the West Yorkshire Police receive £71000 a year for advertising which is approximately £5916.66 a month, a lot of money will be used on the bonfire and Halloween time campaigns and advertising so may have a smaller budgetFurther campaign elements- website page, posters/online images, adverts/video.Market researchDarker nights is a talking head burglary awareness campaign made and published in October 2013 by the West Yorkshire Police. The advert is a midshot of a policeman in front of a suburban area in West Yorkshire (presumably) talking into the camera about how to prevent a potential burglary in the autumn/winter time. This advert starts with a plain black screen with the West Yorkshire Police logo in the middle and ends with bold text highlighted in yellow and symbols to represent the different tips. Very little expense on production process and advertising process as it is on YouTube. This advert is straight to the point, giving useful information from an expert of crime and safety.They come from the sea is a dramatic advert made by the Royal Marines Recruitment showing a paranoid man being followed and eventually captured by soldiers in camouflage all whilst having hallucinations, this gives the young active male target audience an idea of what can happen in the navy. A narrative voice is used throughout the advert but stops at points of tension, the end shot shows the Royal Marines logo and website. The shots vary from close up to landscape and birds eye view and use special effects to create the visions, this advert is financially viable but would take time and an editor to perfect the overall finished advert. This advert is shocking in parts and interesting to watch, giving an idea of duties from a job.

Changing The Idea

• The idea for the advert has changed from a WYP safety campaign to a pet food company product.

• Both advert ideas involve dogs and small budgets, using minimal equipment and family pets from people we know.

• This change was decided as Courtney and I decided to work together to create the best possible advert as Courtney specialises in editing and animation, whilst I specialise in filming and communications.

Original Product Ideas:

3/10/14

Perfume advert:-stereotypical-woman dressed up-sprays perfume, says tag line

Dog food advert-parody/viral videos-use own dogs for video as well

Music:-artist-album-play short sections of songs -show reviews from critics-modernised

Movie advert:-trailer or tv premiere-debut of new or famous actors-Horror-romance

Car advert:-Someone driving the car around obstacles-showing the interior and features of the car-critics reviews-special offers

Tv show -Documentary-Drama-short climatic moment making the advert exciting and interesting

Shampoo-typical -scientific-shiny hair-360 view of hair possibly when washing

Services advert:-WYP burglary advert-dramatic-realist

Names for product:

3/10/14

munchies

Rumbles

mcdoggys

Doggy king

Kentucky fried dogs.

nomnom

yummy

Most definitely not dog food.

Rumbles dog food advert

Courtney Stogden and Hayley Sharpe

Check list (minimal)1. Advertising Essay2. Research for advert (Blog Homework)3. Brainstorms/Flowcharts/Sketches and notes for original ideas4. Idea Development – Moodboards, sample script, test shots, logo/product

design/ surveys5. Complete Constraints Questions6. Synopsis of advert7. Script8. Storyboard9. Production Schedule10. Recce Images (Location shots) 11. Risk Assessment 12. Call Sheet ( Cast and Crew contact Details) 13. Kit List ( On pre-production forum sheet in moodle)

Synopsis for advert• Fenton - Youtube• dog sleeping on sofa - recreation• talking dog - youtube• dog waking owner up - youtube• dog getting told off - youtube• dog with head out of the window - youtube• dog bath time - recreation• dog with baby - youtube• dog doing tricks - recreation• dog run past pulling owner - recreation• dog(s) smiling - recreation• dogs eating the product - recreation• end screen - product collection on the left, dog on the right with text along the

top and bottom

Some scenes were taken out of advert: Dog getting told off, dog bath time, dog run past

pulling owner, dog sleeping on sofa, dog smiling and replace

them with other clips: walkies, izzy sniff, billie grumbling, billie

tricks

Over voice and text for advert

Over voicewe teach our dogs to stayto sit, to give paw, to rollover and lie downthey are funny, friendly and loyal but what do we do for themwe walk them, bath them, pet themwe give them the best nutrition we canwe treat the as part of the familybecause they arethey mean everything to youso why not give them the best?

Text on screenRumbles - the healthy pet food for dogs and puppieslow in fat, no artificial colours or flavouringsbag and tin of food, treats

The text for voice over and on-screen was changed as we thought it wasn’t necessary and the audience would

know the product by a short amount of speech/text

AV ScriptAudioBackground musicMusic stops man shouts FentonMusic starts againDog tease voiceEnd sceneDog bark for logo, Voice over,Dog eating sounds

VisualFenton runs away – man chases

End sceneLogo comes on n izzy barksDogs eating

Transitions• Bath time- dog jumps

towards camera• Dog pulling owner-camera

follows• Talking dog- dog facing other

way• Sleeping dog- zoom into

dogs face• Fenton- back of a field• Smiling/sitting- just sat

• Getting told off- camera follows dog, on floor

• Head out of window- dogs face

• Dog with baby- dog crawl away

• Dog doing tricks- camera follows roll over

• Logo- picture to video then walk off

• End screen

This changed due to narrative of the dogs shots we filmed ourselves, for example Izzy’s dog tricks were cut up and placed

throughout the advert.

Story Board

Story Board

Story Board

Research for Homework Blog Post• Our idea is to sell a dog food product which we will do in a way by using cute animals playing on the emotions of the audience. We

will also use humor to make people talk about the product resulting in more people buying it, the advert will have dogs doing silly and cute things in short clips which will then be edited together. Some of the short videos which we will consider is:

• Someone being pulled down the street walking their dog.• Dogs doing tricks• Dogs in the bath• Lazy dogs.Audience ResearchWe will be aiming our advert towards young dog owners and families with dogs around the ages of 18-40 this will be done by using relatable circumstances. For example something which we will use is an animal waking up its owner, which is something which occurs often. The advert will need to aim towards dog lovers by including cute dogs and dogs which will make people laugh. The product is something which people will need frequently. Hopefully the filmed clips we use will represent loyalty, friendliness, happiness and family together to connect with consumers on a more personal level, showing a comforting and reliable side of the company, therefore gaining customers and their trust.Market ResearchThere are lots of competition for dog food however it is essential to get a reputation which leads to more sales resulting in a successful product.The competition in dog food means we need to have a range of products including dog treats, biscuits.Competitors: Pedigrees unique selling point is the charity work they do therefore our company needs to come across as a good company which people will like and be more inclined to buy the product.AnalysisIams use science to sell their product they show the differences of other products on dogs and then their own product therefore this could be shown by us showing other products and the dog not eating it. Pedigree dentastixThis advert uses a voice over which gives the impression that the dog is talking this shows the dog as very intelligent making people laughThe advert also uses teeth on the dogs which makes people laugh and think the dogs are cute, this appeals to dog lovers as there are a range of dogs, making people think it is suitable for their dog.

Risk Assesment• Behaviour of dogsThis can be improved by not having too many production members around the dogs, filming little sections at a time and having frequents breaks to make sure the dogs are not tired, confused or angry.• Harm to the dogsThis can be avoided by being more careful with movement of ourselves and the equipment and being aware of the dogs location at all times• Breakage of equipmentTo avoid this we will not leave the equipment unattended but put it in the middle of a higher safe surface area unreachable by the dogs• Anyone allergic to fur/animals and any other hygiene specific problemsThis person(s) may work for a short time with the animals after giving consent and everyone who works with the animals and equipment must wash their hands before touching the equipment and after working with the dogs

Risk assessmentRisk: dog biting.Description: the dog could bite the actors especially if food is involved and the dogs are excited this may result in the actors not being able to be featured in the advert.Avoid: ensure dogs are controlled at all times, ensure all dogs which are used are tame.Reactions: if this occurs things which will be put in place is a first aid kit will be carried around to ensure if there is an injury what happens while filming this means that the wound would be dressed, and antiseptic cream applied decreasing the risk of infection.

Risk: dog chokings on foodDescription: the dogs will be eating throughout the advert, this means there is the possibility that the dog may choke on the food.Avoid: ensure all dogs are supervised when eating and care is taken when giving treats. Reactions: if a dog chokes on food it is essential there is water and things in the room and carried around which can avoid the risk of this getting worse. There should also be someone who can drive during recording as this means if worst comes to the worst the dog can be transported to the vets safely.

Risk assessmentRisk: dog fightingDescription: if the dogs interact with others and aren't correctly trained this may lead to them fighting or having problems.Avoid: this could be avoided by owners controlling their dogs and research being carried out to ensure all dogs are safe and we get to know their abilities.Reaction: if a dog starts fighting with another dog all people around need to know the correct way to deal with this, as all dogs we are using aren't big and strong it should be easy to separate these we will then ensure the dogs do not come into contact with each other again, if the situation escalates this could mean that the dogs cannot be separated and people should say out of the way until the dogs resolve it themselves this ensure no humans can be injured.

Risk: equipment being chewedDescription: if dogs were to chew cables or equipment this would lead to an electric shock which may be fatal.Avoid: keep all wires and cables and equipment organised and out of the way of dogs at all times.Reaction: if equpment has been chewed and the wires aren't usable this would mean that the equipment should be set aside and not used. Nobody should try and fix the equipment as this could lead to injury.

Call Sheet

Courtney – Charlie & BilliePhone number: 07807075706Hayley – IzzyPhone number: 07505235312Becky – EsmePhone number: 07805178857Chris – Millie & MaxPhone number: 07472217687Alicia – Miley MayPhone number: 07426668404

Didn’t need millie, max, miley or esme so the owners numbers

were not needed

Recce images

• Doing at home by both courtney and hayley

Production ScheduleCourtney Hayley28th nov-Film Charlie + Billie-sleeping on sofa scene, eating scene

28th nov-Film Izzy-bath time scene, logo, eating scene

28th nov-Film Esme-pulling owner scene, eating scene

2nd dec-Film Miley May-smiling scene, eating scene

2nd dec-Film Max and Millie-doing tricks, eating scene

4th dec-Importing videos 4th dec-Importing videos

5th dec-Voice over recording and editing, add background music

5th dec-Voice over recording and editing, add background music

9th dec-Editing videos, logo and end screen 9th dec-Editing videos logo and end screen

Didn’t need miley or esme so had extra time to focus on other clips and edit

them

Production EquipmentLow cost camera equipment e.g. phones, old cameras- using my own digital camera and phone cameraComputer and editing software- using at collegeTripods (desktop and stand up large one)- using both tripods that I have at homeVoice Recorder- use from college for voice over for the end of the advertProps:Dog food- using the food all the other dogs eat on a daily basisTreats- using the treats all the other dogs eat on a daily basisBowls- using the bowls used by the dogsSofa- probably using Courtney’s sofaToys- all for/ rom each dogBlanket- for/from my dogLead- for the dog pulling the owner scene

Log Book• t 4/11/2014- discussed which advert to choose from (researched similar adverts).• t 6/11/2014- I was absent, Courtney produced original ideas, names for dog food idea and mood boards.• f 7/11/2014- market research, search and noted for videos to use as a stimulus for our advert.

• t 11/11/2014- chose possible scenes and video clips to add into the advert, talked about transitions from clip to clip.• t 13/11/2014- Courtney absent, I started power point (thought it would be easier to collect all work together in one

document) added checklist, titles, and assigned jobs, then started storyboard.• f 14/11/2014-made a voice over script and synopsis for advert, continued with storyboard, Courtney made production

equipment, call sheet and risk assessment.

• t 18/11/2014- Courtney absent, I finished and I added story board as well as making and adding West Yorkshire Police homework blog, reasons for change of advert to power point.

• t 20/11/2014- Courtney finished and added dog food homework blog, I amended the original ideas slide, risk assessment and production equipment and started production schedule, added log book to power point.

• f 21/11/2014- finished production schedule, finished risk assessment, decided ideas for animated logo and end food scene

• t 25/11/2014- chose, imported and edited YouTube video clips into advert, started av script, imported documents into new shared file

• t 27/112014-tried uploading clips and pictures filmed on Monday, also tried making/editing an animated logo on photoshop, decided against it

• f 28/11/2014- looked for music for advert, uploaded and edited clips and ppt

• 2/12/2014- lesson off due to filming at home• 4/12/2014- uploaded and edited videos courtney had shot from tuesday• 5/12/2014- changed positioning of clips for the end scene, dogs eating, imported and edited more clips

• 9/12/2014-edited clips and transitions for a smoother clip change in advert, found music, imported and edited clips to music, also looped music

• 11/12/2014-edited and looped music more, shortened clips, edit end scene• 12/12/2014- made and edited voice over to advert, retimed, edited music to advert

• 16/12/2014- finished advert and exported, edited ppt, talk about changes to advert in contrast to original ideas on ppt