Actors

Lucy Wise
I have chosen to use Lucy for my TV advert 2 as she is 17 which is within my target audience age, and she is White-British. I wanted This is good because many people that answered my survey were White British so I want to include them in my advert. Moreover, she is blonde so this will link to the 'blondes have more fun' saying which is why I think she will be perfect for the role of dancing on the tables and having fun. Morale clothing gives her a confidence boost.

Beth Holland
I have chosen Beth Holland to be in my sponsorship advert because I wanted to show a variety of hair colours and this contrasts with Lucy Wise. I believe that Beth will be good for the role as she is attractive and will capture the audience. As well as this, Beth is a size 10 which is an average clothing size. Beth's confidence will be evident in this advert and I think it will reflect well on Morale clothing.

Jess Mockler
I have chosen Jess Mockler to be in TV advert 1 because she is also White-British and is the average clothing size, Jess is attractive also which helps Morale with a good reputation of being confident and captivating and teaches you to be courageous with what you wear. As well as this, Jess Mockler looks like a stereotypical sixth former which is what I'm trying to show, and this will look good in my advert, seeing the change from old clothes to new clothes.

Katie Wise 
Katie Wise is going to be playing the role of the young student that is astonished at Immy Parr's clothing and says ''I heard she gets her clothing from Morale'' I think she will be good for the role as she looks like a stereotypical young student and her blazer and tie will reveal that she is in the younger years. I have chosen her because she looks innocent and thats how I want her to be portrayed because she is looking up to a role model- Immy Parr.

Party Scene
I will have a large group of friends in the party scene, this includes White-British and Asian, this is to include more than one ethnicity, but also because White-British and Asian are the people that mostly answered my survey.

Guess watches advert November 2013

I have recently seen this advert on TV and have decided to analyse it because it has reminded me that the constant focus of the advert is the product you're selling and this is a good example of the focus being on the product.




The advert opens with a girl standing against a wall, with summer lighting giving the advert a warm comfortable feel. She looks at her watch which is then followed by a close up of the watch which immediately establishes what the advert is about. It then cuts back to the girl wearing slightly old style clothes with a red fashion scarf around her neck, which gives a vintage feel. The background of the beach with the sea and the sand also helps give the advert a summery, carefree feel. This is reinforced by the upbeat non-diegetic sound of the music, it is happy and the lyrics go well with the feel of the advert 'we can't stop we won't stop being wild' evidently this advert is for mainly for young people around 18-25. This is trying to sell the watch as a carefree, young, wild, fun lifestyle. The people in the advert all look around the same age of around 18-20 years old. The prime focus is on the watch as nearly every shot includes a 'Guess' watch in, which is subtle, such as the man driving the car, his hand turning the wheel draws attention to his watch and the girl next to him in the car has her hand up by her face with her watch on.  The editing is quite fast paced with the Guess watch being noticed in mostly every shot. Towards the end of the advert the music fades out and a soft female voice says 'Guess watches.' There is no speech in this advert, just music. I think this is a very effective advert, especially as I am young myself and this advert has drawn my attention. Analysing this has reminded me that I need to focus on emphasising the clothing and drawing attention to it, which is what I need to keep in mind when filming.

Animatics

Animatic
This is my final animatic including my Tv advert 1, Tv advert 2 and my sponsorship sequence. I have included all of the sounds I will be intending to use and all of the clips as well as the movement of the camera. This has really helped me to recognise how my adverts will turn out and what I need to do to achieve the effect I want. I'm happy with my animatics because they have really helped me familiarise myself with my storyboards and advert ideas.

Shooting Schedule

I have made a shooting schedule to allow me to organise my time well, which will help me create the best adverts I can. I have included what outfits and props I will need as well as who I will need to be filming and the location and date as well. I now have a structured filming plan and can start creating my adverts. This organisation will allow me to know when I should be filming and within a time period that allows me to re shoot if I need too.

Chosen Music

I have been searching for the perfect song to feature in my adverts. I have finally found a copyright free song called 'Survivor' by Stephen Swartz. I believe this song is perfect because it starts of building up and then eventually drops and has an upbeat and joyful tone. This will fit well with my adverts and ancillary texts because the joyful bit will come in when the model is wearing Morale clothing, signifying the immediate happiness the product gives you.

The song is below



I will be using this song in both my main texts and my ancillary texts. I feel the music will create a recognisable tone and a connection with each of the adverts, allowing them to fit together well. Consequently, I hope by using this song in each text, audiences will link the song to Morale clothing, making the product more memorable.

Feedback developments and new storyboards

I have made changes to my storyboards based on the feedback from my pitch.
Firstly, I simplified my sponsorship end to make it sharper and more effective. Below is the new storyboard for my sponsorship end. There are only three shots in this part as I tried to make it shorter and more like a sponsorship sequence. It begins with a close up of hands shaking with diegetic sound "I am pleased to offer you the job" this shot will last 3 seconds. The next shot will be a long shot of the girl walking outside, she jumps up in the air and shouts 'yes!' with Morale and the slogan over the top of the shot and diegetic sound with a female voice saying 'Morale.co.uk sponsors Hollyoaks'















I have also changed TV advert 1 to make it also more simple and effective as I tried to complicate it originally and it wouldn't have looked as good. I have changed it so that the first bit is of a girl walking through the school corridors in her regular dull clothes with no one noticing her, there is then a shot of her getting pushed out of the way to emphasise that she is invisible in her dull clothes. There is then a series of shots showing the girl on the computer on the Morale website and the doorbell going to represent the arrival of her clothing from Morale. It then cuts to the same girl in a completely new outfit, from Morale. The non-diegetic music used in all of the adverts comes in as we see the girl walking through the corridors being noticed. This is followed by a close up of younger students saying "I heard she gets her clothing from Morale" which reinforces her visibility confidence boost when wearing Morale clothing. This idea was inspired by the Debenhams advert I researched. http://melissakerrisonadvancedportfolio.blogspot.co.uk/2013/09/clothing-advert-research-8.html I found this really effective because it gave the impression that the girl used magic to produce Debenhams clothing, portraying it as magical and desirable. In a way I incorporated this into my advert as through the narrative, it is clear that Morale clothing has suddenly given the girl an identity and made her recognisable. I feel this would be a lot more effective and successful in comparison to my previous idea.

Who am I Sponsoring?

I have to consider who I am sponsoring for my sponsorship sequence, which means I have to take into consideration my target audience and what channels/programmes they will be watching. One programmes I am thinking of sponsoring is Hollyoaks. This is because it is on a popular channel (channel 4) and people that watch Hollyoaks are mainly teenagers and young adults, who are the target audience for my clothing website. Furthermore, Hollyoaks is watched by a wide variety of audience including both females and males, which is who I am aiming to target. Hollyoaks attracts students, who are my main target audience.

Another possible programme I could sponsor is the popular reality show Made In Chelsea. A reason why this would be good for my online clothing website to sponsor is because my target audience are upper class teenagers and this show also portrays the wealth of the people living in London. Moreover, this also attracts other social classes that would buy clothing from Morale, this programme also attracts both males and females which is who I'm hoping to attract. Made In Chelsea is aired on E4 which is a channel that is mainly watched by young adults and teenagers due to the humorous american sitcoms that it also airs. This is another reason why this programme would be good for Morale to sponsor.

Consequently, after considering these possible programmes that I could sponsor, I think Hollyoaks would be the best as channel 4 attracts a bigger variety of my target audience of males and females in their late teens. This programme also includes a variety of ethnicities which is also a strong point. Although Made In Chelsea was a strong contender, the audience that watch the show is more limited than Hollyoaks, and I feel as though the general atmosphere of the programme Hollyoaks, suits my clothing website more.

Pitch feedback

We pitched our idea to everyone who also chose advertising as their brief. We presented our storyboards for our TV advertisement 1, TV advertisement 2 and our sponsorship sequence as well as discussing our idea for our radio advertisement.


My feedback:

• I need to show more clothing in my adverts so that it is clear that the clothing is fully emphasised.
• It is better if there are quick cuts with more close-up's and mid-shot's rather than focusing on a variety of low angle and high angle shots as close up and mid shot's are more conventional.
• In my second advert, it is not evident that the sixth formers get confidence out of wearing Morale clothing as there's no change of facial expression and there's nothing to suggest that it's the clothing that makes them happy- therefore I need to alter this advert to make the message more clear.
• The sponsorship ending needs to be made more simple as it's too long and not very effective. This means I need to consider making the shots faster and more snappy and rather than having the protagonist in the waiting room and then going into the interview, I should show her reaction to getting the job, emphasising the 'dress for success' and my slogan 'confidence. courageous. captivating. clothing to suit every occasion.'
• I need to consider what I will be sponsoring, I will determine this through my target audience and what I am advertising.

I feel as though this has really helped me as the feedback from my peers and the teacher has helped me understand what makes a good clothing advert. This will help me to improve parts of my idea that perhaps weren't as strong as others.

Sponsorship sequence

                                                      Sponsorship beginning:

I understand that sponsorship sequences should be short and effective to make it memorable to the audience as I have found through my research of other sponsorship sequences. Moreover, I know that the prime focus should be on the clothing. Therefore, my idea for my sponsorship sequence is a job interview, this is because I have chosen different occasions in each advert to reinforce my slogan 'clothing to suit every occasion' the beginning of my sponsorship will start with a close up of black ankle boots, it will then cut to a mid shot of the model wearing a blouse and skirt and pulling on her blazer, the next shot will be a close up of her putting on her bracelet from Morale. There will then be a close up of her face, showing her brushing her hair which willl cut to a close up of her shoes as the camera tilts up to look at the model fully dressed in her smart interview advert. The last shot will be a long shot of the model in her outfit with white font over the top of the camera shot saying 'Dress For Success.' Throughout this, there will be the same music playing as my other adverts which makes the link between them all evident. The fast paced editing will enable the audience to quickly see a glimpse of the clothing, the idea is that they will want to see more from this and will consequently go onto the wesbite to see more. The simplicity of my sponsorship was inspired by watching P&O cruises' sponsorship sequence, where all the shots were very simplistic and the sequence was short but effective- http://melissakerrisonadvancedportfolio.blogspot.co.uk/2013/09/sponsorship-sequence-5.html
(Link to my analysis of P&O cruises' sponsorship sequence.)

                                                            Sponsorship end

 

 The ending of the sponsorship will be a long shot of the model sitting in a chair waiting to be called in for her job interview, there will be diegetic sound of the clock ticking to convey anticipation, and then someone calling her into the interview. The next shot will be an over the shoulder shot with diegetic sound "nice to meet you, shall we get started" followed by a close up of the clock to emphasise the fact that she is waiting. The last shot would be a close up of the girl with diegetic sound over the top "you've got the job!" The girl smiles knowingly as she is confident in Morale clothing. It then fades to a black screen with the same white title of Morale and the slogan underneath.

Things to consider...

We have been given the most important things to consider when pitching our ideas for our advertisements. The main three things that we need to know are:

1. Who are your target audience?

My target audience are both males and females around 16-23, different ethnicities- mainly English and Asian and of a higher class. I chose both males and females as I wanted to appeal to a wider target audience, as well as this the ratio of males and females were fairly equal so I want to be able to target both. I think around the ages of 16-23 because I am mainly targeting students that are interested in the latest fashion. My target audience is mainly English and Asian as they are the people that mostly answered my survey, as well as this, I want to show a mix of ethnicities. I chose to target higher class so that my clothing could be of higher quality and valued more by my target audience, this is evidently going to be students from wealthy families.

2. What is the meaning of your advertisements?

The meaning of my advertisements is that Morale clothing gives you confidence, I want to convey the message that the clothing gives you a self-esteem boost and that you're superior/admired if you buy the clothing.

3. How is this meaning constructed?

The meaning of my advertisements is constructed by the use of low angle shots showing models to be superior, also the use of close up's showing happy facial expressions to convey that they are comfortable and confident in their clothing. Moreover, the development of before they wear Morale clothing and whilst they are wearing it also makes this evident, as well as the reactions from people around them.

Change of TV advert 1

Problem I have come across: I've decided to change my idea for TV advert 1 because after some feedback I realised that there has to be a link between the two adverts and the sponsorship sequence. Since my idea for TV advert 1 was about a large group of friends together at Christmas in Winter clothing, and my idea for TV advert 2 was located at a party where people were amazed at the models clothing and the dress she was wearing gave her a confidence boost. My sponsorship sequence had to link but my idea was to show a girl dressing for her job interview and then getting the job. However, the feedback helped me recognise that Christmas and parties link because Christmas is a festive time of the year that is associated with parties and this means the job interview did not link.

Resolution: Therefore I changed the Christmas idea as I believed it would be better to show completely different occasions and this would then fit in with my slogan 'confidence. courageous. captivating. clothing to suit every occasion.' I changed TV advert 1 to sixth form clothing.

This is my storyboard for my new idea.

The first shot would be of a long shot of a girl aged 17-18 in sixth form, dressed in a skirt and tights and pulling on a jumper over her blouse, there would be upbeat music coming in as the screen splits into two. The person in the other side of the screen would be a boy of the same age wearing trousers and a shirt and would be buttoning his tie, the screen would carry on splitting until there were four parts to the screen with different people getting ready for school, keeping in mind that the clothing would be apparent to the audience. The music would continue throughout. The next shot would then be a long shot of the first girl that appeared in the advert, with her hand on her hip walking up to the camera and blowing a kiss, which would emphasise her confidence, it would then have a short 2 second shot of a door (inside of school) with the music continuing and diegetic sound of the bell ringing as the sixth form students emerge from the classroom. The sixth form students walk towards the camera laughing and smiling and evidently look very comfortable in their clothing. This would cut to a close up of two younger students faces, the camera zooms in slightly to further emphasise the shock and admiration, there would then be diegetic speech of one of the younger students saying "Wow! Look at those sixth formers!" Followed by the other younger student saying "I heard they get their clothing from Morale" The music then fades out and the screen fades to black. 'Morale' then comes up in white font on a black screen and the slogan is centralised underneath the title.

I think this is a good idea to change to as it now reinforces the message of Morale.co.uk clothing to be 'clothing to suit every occasion'









                                                                                                                                                                                                                                                                                                                                                                                  

TV advert 2

My second TV advert, like my first TV advert,  reinforces the confidence and self-esteem boost that Morale clothing gives you.

The basic idea is that a girl turns up to her friends house drenched by the rain and with no clothes to wear and her friend gives her a new dress from Morale, the dress gives her confidence and she is idolised by everyone else at the party. When the girl first walks in, the music stops and everyone looks at her in admiration, this is over the top to exaggerate and emphasise how desirable and captivating Morale clothing is. Later on in the night shows the girl to be dancing on the table with everyone cheering. I used a lot of long shots and close ups to show the clothing and the facial expressions of the girl who is feeling 'confident, courageous and captivating' in her clothing.


My storyboard for TV advert 2.

In my research I found that in most clothing adverts it was clear that the character wearing the clothing is always displayed as desirable and this is something I want to portray in my advert. For example in the missguided advert, the models are always filmed from a low angle shot which demonstrates them as superior and desirable. (see research post)
 http://melissakerrisonadvancedportfolio.blogspot.co.uk/2013/07/clothing-advert-research.html
This is something that I have taken into consideration and want to incorporate into mine which is why I have chosen low angle shots towards the end. Evidently, by doing this I am intentionally conforming to traditional conventions of a clothing advert.

Radio advert idea

Most of the research that I conducted on radio adverts, taught me that most are short, memorable and include some sort of deal or offer from the product. Therefore, I took this into consideration when thinking of my idea for my radio advert.

*Sound of mobile phone ringing* -2 seconds

Girl1: I'm having a nightmare! I have nothing to wear tomorrow night - 3 seconds

Girl2: Why don't you order something from Morale? Their clothing is great and next day delivery is free! - 4 seconds

*Music from my previous adverts comes in* - 2 seconds

Narrator: Morale... Free next day delivery. Clothing to suit every occasion - 3 seconds

Draft Storyboard

 This is my draft storyboard for my first TV advert. Here I am filming the story of a large group of friends- both male and female and young adults aged around 17/18 at their friends at Christmas. This is a seasonal advert, therefore I will be promoting seasonal Winter and Christmas clothing- inspired by the Jack Wills advert I analysed http://melissakerrisonadvancedportfolio.blogspot.co.uk/2013/07/initial-idea.html  as I liked the idea of a high class theme and the advert suggesting that the clothing gives you a certain lifestyle. The idea is that throughout the day they change into different outfits depending on each activity. Therefore, I have started it off with everyone at the house smiling and having a good time with their friends, dressed in simple clothing such as jeans and jumpers. The next change of clothing is evident when they go out for a Winter walk- this is when they wear coats, hats scarves and boots. Later on they get into evening wear, party season dresses, with the boys wearing shirt and tie, as the advert ends we see the clothing change from evening wear to bedtime wear, i.e pyjamas. This demonstrates 'MORALE' clothing and how they have something to suit your every need, whether it be casual, smart casual or dressy. This reinforces the idea I want to convey 'clothing to suit every occasion.'

  

I got a few opinions on my storyboard and decided to cut a few shots out such as the second shot of the zoom through the window displaying everyone sat around on the sofas. This is because I decided that this was an unnecessary shot which had no meaning. Other shots included picture 4 and 5 of my storyboard. I cut these out as they also had no meaning as I had only included them as it made the story more clear. However, the advert makes sense without those shots and this is why I chose to cut them out.

Name Ideas

I have been brainstorming name ideas for my online clothing website because It's important to know what the website will be called before creating my advert. Moreover, this enables me to create my slogan once I have decided on a name.

Originally, I found it very hard to come up with names and therefore I thought of different qualities I wanted my clothing to represent. I looked up words such as 'confidence' and 'perfection' in the thesauraus to give me ideas. As well as this, through speaking with different people and getting ideas I have got a wider variety of name ideas such as 'Generation Y' and 'Fusion'

My favourite names so far are 'Generation Y' , 'Poise' and 'Morale.' However, I am more aiming my clothing to students that are slightly more upper class and therefore I will eliminate Generation Y as it sounds more urban and middle class. However I think Morale is a suitable name as it will be better to make a logo for and as well as it sounding good I can link it to other things such as 'morals' in the slogan. Evidently, the word means confidence and thats a quality that I want to portray in my advert to the audience as I'm selling more of a lifestyle and behaviour.

Ideas Brainstorm

I have made a brainstorm of ideas for my advert. In this brainstorm I have also included name ideas and logo ideas. I have considered what clothing I will advertise and who for, as well as how I will present it. Making this brainstorm has allowed me to think outside the box and I now have a variety of different ideas that I can consider.  My advert is going to be for both Males and Females and I want to target students as they the majority of people who answered my survey were students. This consequently leads to the point that the clothing has to be affordable and this changes the way I will be advertising the clothing. This is because if it was for higher class women then I would have to make the advert more professional and modern and simplistic whereas advertising for students is much different.

Planning

I am now starting the planning process of creating my TV advert, radio advert and sponsorship advert. This does not mean that I won't carry on researching as I realise that carrying on researching throughout the whole process of creating the advert and ancillary tasks will help me gain a better understanding of the conventions of advertisements.

I understand that the planning process is vital and will help me get organised and make my product better overall. During planning, I will be deciding how I structure my advert, as well as who I will be using to be in my adverts and the locations etc. However planning not only consists of this, but also making storyboards, animatics and scripts etc.

Survey results

From my survey I have received 100 responses. I made sure to get 100+ responses as I knew this would give me accurate results. This survey is very important as it counts towards my primary research. Moreover, this allows me to understand who my target audience are and what they like in a clothing advert.


My first question:

What is your gender?

Male	44	44%
Female	56	56%

From this question, I have found out that just over half of my target audience are females. This is what I expected, however many more males answered my survey than I thought. Consequently, I think that I will have both males and females in my advert as there isn't a big difference between the percentages of males and females and this makes it equal. It is very important to know which gender you're targeting as if you were targeting males then the advert would be more masculine and the whole setting would be completely different to a female clothing advert.


My second question

How old are you?

15-21	57	57%
22-28	13	13%
29-35	13	13%
36-45	10	10%
46+	7	7%

This is an important factor to consider when creating and making my advert as I need to know how old my audience are because this will have an impact on my language used and how I present my product. If my target audience were old people for example, I would make the advert less modern and more sophisticated. However, from this, I have learnt that 57% of my target audience are 15-21. This means I will have to make my advert more focused on the latest fashion and It will be more modernised. Moreover, instead of using formal language, I may use colloquial language and some slang instead to further engage my audience.This also means I will have to take into consideration the models I use as they will have to be within that age range. It will have to be more engaging as the younger the target audience, the more it takes to catch their attention. Although all the other ages have fairly low percentages, I will also partially consider how I can also engage them as well as the younger target audience.

My third question:

What is your ethnicity?

This question was also necessary to ask as I didn't know if I was going to be targeting Asian people mostly, or Black British, or White British etc. As they all may have different taste and may like different things. However, from my survey results I found that 90% were White British. Consequently, I will mostly try to engage British people, although I won't completely rule out targeting other ethnicities. In my advert, I think I will not only include models that are White British but I will also include other ethnicities. This will help to increase the amount of people that I am targeting and will create diversity.


My fourth question:


What is your occupation?

I asked this question as it would tell me my target audience regarding social status. This would allow me to understand which type of clothing to advertise and how to structure the advert as well as design the layout. If  I was targeting a high social class then I would probably make the advert more sophisticated  with a simple background and the clothing would probably be quite expensive. However, if I was targeting a low social class, the clothing would be more affordable and I would make the advert more informal. I received many different answers such as 'Brick layer', 'Jo Malone stylist', 'Secretary' and 'Air hostess.'   These jobs all range in salary. What's more, is that around 60% of people that answered my survey were students. Taking this into account, I need to make sure my online clothing website advert will attract all classes. However, I will mainly make the clothing affordable and the advert will be more young and modern as students are usually young.

My fifth question and sixth questions:

These two questions are vital for my research as they allow me to recognise how many people shop online and why some people don't shop online. This means that I can change things to persuade more people to shop online. The most important answers I received for why people don't shop online, are that the delivery is too expensive and that the clothes may not fit properly.Therefore, I will aim to make delivery cheaper and more affordable as well as trying to come up with something that will persuade people to become more brave with ordering things online that might not fit properly. 

My seventh question:

This question was important as it enabled me to understand why people like shopping online. Knowing why people like shopping online will allow me to include things in my advert that people like and this will engage the audience. For example, a few people have said that they like the wide variety of choice online and this will be made clear in my advert. Moreover, everything that people have said they like about shopping online will be emphasised in my advert to encourage my target audience to buy my products. This is necessary as it's important to keep the people who do shop online engaged in the advert, as well as trying to persuade and encourage people that don't shop online to start.

My eighth question:

If you don't shop online, what would make you want to start shopping online?

reduced price would be nice free delivery might persuade me 10% off or more on first order Free delivery is the ideal. nothin !! - pizza free naked models free item on first order free delivery and more sales free delivery Free delivery nothinn cheap clothes i like paying extra for levis reduced prices on clothing Probably free deliveryCheap clothing uptown girl I do socks available on app for my iphone I don't have a computer and I got banned from the library because the librarian thought I was stealing a book when I wanted to borrow it. It said you can borrow books so I walked out. Being a standard size 12

Although this is similar to the question 'if you don't shop online then why?' This question actually enables me to find out what would persuade people to start. These answers were really interesting and many of these answers had 'free delivery.' This is something I will have to take into consideration when creating my advert. Moreover, this links into my target audience of students as they may not be able to afford expensive delivery prices. Another answer was discount on the first order which is something I should also take into consideration. This question has allowed me to understand how to persuade people to buy clothing from my website.

My ninth question:

Are there any particular types of clothing that you wouldn't order online?

anything that is REALLY expensive no Underwear Shoes I don't know, why so many questions? Trousers, in particular jeans, because it's quite important to try wast. No shirts heelsExpensive items as wouldn't want to risk getting the wrong size. Pants . Trousers, coats my butchers coat, i like it to be fitted nicely incase any nice young men come in to get meat ;-) - Clothing that varies in sizes. Suit jackets, I have a wide back Jeans and shoes Something that's really expensive jeans or shorts because I need to try things like that on shoes as i need to try them oni wouldnt buy my false eyelashes online as i like to get them done by my beautitian, cheryl she gives me a good deal as we are besties love ya chzza!! shout out!!!! Jeans/trousers dresses i dont like ordering my smart ties online hm,,,, No nothing cos its too expense shirts/smart expensive clothing nothing shorts Jeans, shoes ermm no school uniform haha ! wellington boots Expensive items because there would be a risk of them not fitting. none Nope shoes jeans *) shoes Bras because I need to try them on.Expensive to make sure that they fit right. Jeans and Dresses Shoes because you can't Always tell whether they are wide or narrow jeans and bras Jeans jeans probably tight fitting dressBras socks from rob kardashians arthur george a tight dress nope underwear any of it  sandals Jeans & shoes - have to try lots of pairs on to get right fit! The kids shoes! Their feet grow so quickly I can't keep up! Crocs jeans It depends on the website jeaANS  Top hats, my head is uniquely small Shoes

I included this question in my survey as this informed me on what sorts of clothing to not really advertise as much as many people wouldn't purchase it online. The most prominent answers included 'Expensive clothing' as people may want to make sure they like it and it fits well before they purchase it and 'jeans' and 'shoes' were also answers that came up regularly. Therefore, I will make sure that I focus more on showing other clothing such as tops, leggings, dresses, jumpers, etc as if most of my advert was focused on jeans and shoes people may not be as engaged as they don't like to order jeans online.

My tenth question:

This is one of the most important questions I asked in the survey as it tells me what people notice the most and from this I can perfect it so it attracts my target audience. The things that people said they notice the most are the models used (38%) and the clothing. (34%) Since there is only 4% between these two I need to make sure I think carefully about both of these features so I can engage the audience. I found it very interesting that most people said they notice the models the most because most adverts aim to sell a lifestyle or an attitude rather than the actual clothing and this is evident in the survey. I will have to carefully select the models I use in order to attract the right target audience. However, I will not ignore the fact that the other features are also very important. (The music, the background setting and the prices shown if any) These all add together to make a good, engaging advert. Consequently, I will have to put a lot of thought into the designing and making of my advert.

Overall the survey has really helped me grasp a better understanding of who my target audience are and what they expect from an online clothing advert. Moreover, this has contributed greatly to my primary research and I now feel that I have a wider and more in depth understanding of online clothing adverts and the normal codes and conventions.

ASOS advert analysis

  ASOS

-Begins with a purple fur coat over the models eyes, as it gets to the next shot her eyes become visible and are shut, it seems like the model is in a trance. The background is very dark and the walls are grey and there's mysterious non-diegetic music, immediately making the audience interested in what the model is doing. She's alone in an old warehouse. In the next shot she is smiling and swinging around a neon green lit up post. The fact that she's dancing alone in different clothing in each shot suggests she feels comfortable, free and happy in her clothing and this gives her confidence. ASOS want to put across the message that ASOS clothing gives you confidence and freedom. Additionally, the editing of quick paced shots and editing the model to make it look like shes moving faster than she actually is, reinforces her freedom and makes it seem like she is feeling alive. The idea is that ASOS want to persuade the audience that their clothing will make you feel alive and free. The mysterious, unique setting of the tree's inside and the lit up poles suggest that she's in a wonderland of thought whilst wearing clothing from ASOS. Whilst she is dancing around, her body language also reiterates her freedom and she is open and her arms move all around her. The advert ends with 'asos' written centralised on screen in lit up neon pink writing which resembles the poles used in the advert.

 This advert is slightly different from the other adverts I have analysed as most adverts had more than one person in or had some kind of speech in it whereas this has none and all you see is a model dancing in her clothing. This catches the audiences eye as it's fascinating that there is nothing more to the advert than the clothing and the way the model is feeling. Moreover, the plain, dull background puts emphasis on the clothing and the movement of the model used.

Littlewoods advert analysis

Littlewoods- children's clothing

Camera
Begins with a long shot of three children sitting in a row, this is an action shot of them at a kids party. The wide shot allows the audience to see the children's clothing clearly which is advertising the clothing available to children at Littlewoods. The variety of different shots is representative of the variety of clothing available for children. The camera follows a little girl around using a variety of different shots to infer she is the magic at Littlewoods. There are many close ups of the girls face, showing her to be smiling. This reinforces the happiness and carefree life of children that wear Littelwoods clothing.



Editing
This advert has fast paced editing, this is to emphasise the fast moving life of children, it could also represent how fast children grow up. Although the editing is fast it enables enough time for the audience to see the clothing the children are wearing. As well as this, it is made to look like a little girl is magic as when she points the clothing changes into another outfit, this is shown by a cloud of purple dust. This suggests that the Littlewood clothing is magic and this is encouraging for the audience.



Sound
The advert immediately begins with non-diegetic music of a song, the song is upbeat and this is parallel with the action of the kids running around. The happiness conveyed here emphasises the happiness of children that get to wear Littlewoods clothing which is persuasive for the audience. There is also sound effects of a magic sparkle which comes with the editing the purple dust changing the little boys outfit. The magical sound effect reinforces the magic effect of Littlewoods clothing. There is then a voice over saying 'everyone can get the best for their kids' The use of the word everyone makes it evident that they have clothing to please everyone.



Mise-en-scene
The facial expressions of the children show their happiness and the fact that children are running around and laughing infer that they are comfortable and happy in their clothing, which persuades parents to buy their childrens clothing from Littlewoods. They are evidently targetting middle class parents. The main little girl in a red dress wearing wings and holding a magic wand that she can blow bubbles out of is representative of Littlewoods direct as Myleene Klass is known for starring in Littlewoods adverts, and this little girl is meant to be a younger version of her. The 'magic touch' is given by the little girl with the wings. At the end of the advert the little girl bursts into sparkles and turns into Myleene Klass. Myleene points to the camera which looks like direct address to the audience suggesting she's encouraging the audience to buy their childrens' clothes from their website. When she points to the camera, 'littlewoods.com' appears in white writing on the centre of the screen. The white symbolises purity and innocence, linking to the children. Moreover, below that there is writing:

online | mobile | tablet | app

This information allows the audience to understand all the ways that they can buy clothing from Littlewoods and the variety of options is encouraging for the audience.

M&S advert analysis

-This begins with a little girl with a butterfly on her nose. Behind her there is sun shining through the trees, immediately this is setting a summer feel, this is what M&S are advertising- Summer clothing. There is fast paced editing of a variety of different shots of children and adults, the combination of the two suggest that M&S has a clothing range for everyone. Because of this they can appeal to most people. It is important to note that throughout this advert, there isn't much focus on the clothing but more on the lifestyle and how the actors are spending their Summer. What is clear here is that M&S want the audience to feel that the clothing will give you a sense of happiness and confidence and they are persuasive by implying that people that buy their clothing have that sort of lifestyle. The non-diegetic music is a happy, upbeat song but played on a guitar which gives the advert a relaxing, chilled summer feel. The actor's facial expressions and body language show off to the audience that they are all carefree, which is also the kind of lifestyle M&S want to present. The fact that most of the shots consist of adults and children together portray a unity between them. The close relationships are presented to bring everyone together. It is evident that they all have atleast one thing in common- M&S clothing. Consequently M&S have focused more on selling a lifestyle than the clothing. This is because M&S are already a very known brand and therefore people already know what sort of clothing they sell.

This advert is similar to the first advert I analysed (Jack Wills) as Jack Wills is also an established brand and evidently focus more on selling a lifestyle. This is why both adverts are structured like a story/account of people's summer/winter.

P&O cruises sponsorship sequence

This sponsorship sequence for P&O cruises begins with a mid shot of a man and a women who are smiling and looking very happy. The background is blurred so we only focus on the characters that are clearly in our view. Their facial expressions suggest they are enjoying themselves and evidently P&O cruises want to make it clear to the audience that they will also enjoy themselves if they book a cruise with them. The non-diegetic music is uplifting and sounds very adventurous, which gives off the impression that people that book a cruise with them will have a fun and exciting time and will get to experience something different. There are a variety of different shots of the man and woman dancing and laughing, as well as having fun they also look very close. This is persuasive as it encourages other couples to want to have the same amount of fun. P&O cruises are targetting an older target audience of around 30's-50's who have a partner. The background setting is a sunset which is romantic and this is reinforced by the couple dancing. To end the sponsorship sequence there is a long shot of the boat, there aren't many people on it, inferring it will be a more relaxing and peaceful holiday which also appears to an older target audience. At the bottom of the screen there is a quote that looks like a review. This is a persuasive technique as it's encouraging to people that may not know what it's like. Moreover, there's writing in white saying 'visit pocruises.co.uk for your chance to win' This is also very persuasive as it gives the audience a chance to get the cruise for free. Additionally, the direct address of 'you' makes it seem like the audience have more chance of winning. This sponsorship advert is persuasive as it offers a chance to win a cruise rather than just increasing awareness.

Confused.com radio advert

This advert immediately begins with non-diegetic music of an upbeat and uplifting song, then diegetic speech comes in of a group of people speaking at the same time inferring that loads of people have already collected their nectar points. The fact many people are speaking in sync at the same time and the music is so upbeat suggests excitement which encourages the audience to want to collect their 1000 nectar points. There are a variety of mens and womens voices in this radio advert which suggests its targetting both males and females. As well as this, it is evidently targetting people aged 20+ as they are most likely to buy car insurance. At the end of the advert a women sings 'confused.com' which is a recognisable part of all of their adverts. This is quite a catchy tune and is something that sticks in people's head which increases awareness of confused.com.

Missguided advert analysis

The advert begins with their website centralised on the screen to instantly show the audience what this is advertising, underneath the website is their slogan/logo which raises brand awareness. Underneath this, 'spring/summer 2013' appears on screen to show that their clothes are seasonal. The advert is a combination of video and animation. This makes a younger target audience evident as it would appeal to them to have some animation of drawing as well as real life video.

Camera
There are close ups of the models face and lips. This makes it evident that they are using the model to not only advertise the clothing, but also advertise her and her looks to the audience. Every shot is of a close up of a different piece of clothing. This shows the audience what style of clothing Missguided sell. The fact that the model is always centralised infers that because of her clothing she is important and superior and deserves to be centre of attention. There is a mid-shot of the model with her hands over her face in black and white, drawing attention to her rings and jewellery.

Editing
There is a combination of video in black and white and video in colour. This draws the audience's attention as the advert is constantly changing colour. On top of the white background, there is animated drawing of diamonds, stars and crosses which are part of the Missguided logo and slogan, which encourages brand awareness. The editing differs with video in black and white, and a mirrored effect etc. There is a lot of editing in this with all these effects to attract a younger target audience as it looks young and different.

Mise-en-scene
There is a shot of a white background with the model centralised and she is dancing, every time she moves it creates a shadow and each shadow is in colour. These bright colours are eye catching and would appear to a younger target audience of around 14-25. Throughout the advert, the model is dancing and moving about, she appears to be 'sassy' and confident, Missguided are clearly trying to sell the models attitude, implying that if you buy their clothing, you will have the same confidence. The model poses with an attitude. She's wearing sunglasses and when she takes them off she winks at the camera which reinforces her confident attitude. This is evidently made out to look like a photo shoot in which the model is really confident and enjoying herself, this is shown by the constant flashes throughout which infers a camera taking a picture. The model's body language is also very confident, portrayed by the way she flicks her hair and spins around whilst pouting at the camera.

Sound
The non diegetic music comes in and it sound like someone clicking their fingers. Every time the click is heard the shot changes. As well as the click there is also some upbeat light music.

It is evident in this advert that the target audience are girls aged 15-25 that are interested in keeping up with the latest fashion. From this I have concluded that most clothing adverts I have advertised that are for teens and have a younger target audience are selling more of a lifestyle and attitude than the clothing.

Thorpe Park radio advert

Thorpe park advert
Thorpe park is advertising a new ride in this radio advert. This begins with a fake call for help. The sound is very broken up and there's a man that sounds panicked talking about the ride. The man in the advert is explaining that he has escaped. They personify the ride to make it seem exciting and scary which appeals to their target audience. The sound effects of the sound breaking up also makes it seem scary and exciting. There is then a voiceover advertising the new ride and using persuasive techniques such as mentioning the new features that not many rides have 'the UK's first wind rollercoaster' This would draw attention to the advert to people who like new and exciting rides. As well as this, they offer price reduction if you book at least a week before. This is another persuasive technique that is in most radio adverts. The end of the advert has ambient sound of a rollercoaster track to imitate the sound of a theme park which would make the audience want to visit Thorpe Park.

Out of all the radio adverts I have analysed so far, they have mostly all advertised some kind of offer such as price reduction. I have learnt that this is very important because radio adverts are not visual and therefore you have to rely on words only. This makes it very hard unless you offer something to the audience that would persuade them to buy the product even more. The one advert I have analysed that didn't advertise a special offer is the coca cola advert and this is because drinks usually don't have special offers but mainly it's because coca cola is a well known and very popular brand, evidently they don't need to offer a reduced price for people to buy their product.

Coke summer sound radio advert

[Coke summer sound radio ad]



-This radio advert is mainly sound effects. It begins with a conversation which is meant to sound like they are trying out sound effects for the coke advert. The man says 'can I try out a few coke summer sound effects' followed by people saying 'yes' every sound effect is followed by 'yes' until the actual sound of someone opening a coke and drinking it. This is not a sound effect but the real sound of someone enjoying the coke, the people saying 'yes' think it's a sound effect because it sound so appetising. Additionally, this is to make the audience want a coke as the sound of bottle top coming off and someone drinking it would make the audience thirsty. There is speech saying 'I'm no longer thirst' which is persuasive for the audience as it makes it seem like an opinion. There is then non diegetic sound of the coca cola signature jingle which causes recognistion, this is followed by their slogan 'open happiness' which emphasises awareness.

This is one of the only radio adverts I've analysed that doesn't offer a reduced price or anything similar to that. It is purely advertising the product and this is easier for coca cola as they are well known and it's easy to create an effective advert when the audience already know the brand, logo and slogan.

Tesco radio advert

Radio advert


In this radio advert, the speech is all about the Tesco price drop where the price of products from their store is reduced. The sound effect of the man taking a deep breath before he quickly goes through all of the products with price reductions, emphasises how many prices have been reduced. This encourages the audience to want to buy their shopping from Tesco, as it's cheaper. This is reinforced by the listing of products reduced to background noise when the woman speaking comes in inferring that the list is endless. At the end of the radio advert is the Tesco slogan 'every little helps' which is a well known slogan.

From analysing this, I have learnt that most radio adverts have a special offer for the audience as it's not visual and therefore the speech and music have to be capturing to prevent people from turning over to another radio station.

Debenhams advert analysis

Debenhams Summer 2013


 This advert begins with a close up of some designs on paper with objects such as scissors and needles and thread in view. This infers that it is in a workshop with the designer making the clothing. The camera tilts up  and focuses on two women standing either side of a manikin that is wearing the bikini from the page of designs. The women and the manikin are centralised allowing the audience to focus on the bikini. The diegetic sound of the women speaking is not audible but it looks like they are hard at work on trying to make the bikini look the best it can. This infers to the audience that a lot of thought and care goes into the design and making of the clothes in the specified brand. The non-diegetic sound of the music behind is upbeat mood lifting, which is effective as if the song in an advert is good, the audience are more likely to remember it more. Moreover, the next shot is of a woman on a beach wearing the bikini that was in the workshop. This is clever as it shows the designing and making stage of the clothing and the end result of someone wearing it. All models on the beach are happy and seem very carefree. This is to put across the idea that if you shop at Debenhams you will also be carefree. There are two women running along the beach in bikinis and smiling at the woman wearing the original bikini from the designs. We could infer that the two women are also wearing clothes from Debenham and this means that they are brought together by the clothing. The models wearing the clothing are all very good looking and are aged 20-30, which is evidently the target audience for that designer.

As Debenhams is a shop that sells clothing by different designers, the advert always has a shot of the designer making the clothing before they show the end result of the audience wearing their clothing. The mise-en-scene is very high class and this is suggested by the hats worn by the models and the establishing shot of the big white house with a big garden and a perfect neat lawn with white tables and chairs. The use of the colour white symbolises purity and cleanliness. This is something that Debenhams want to represent. High class and quality made clothing. There is a long shot of 4 models having a photoshoot. The models look like they are at an extravangant event like a wedding, and their facial expressions express their happiness. This is effective as it encourages the audience to shop in Debenhams to have the same luxurious lifestyle as the women presented.

Additionally, there is a low angle shot of two models laughing which infers that they are superior due to their clothing. This, and their body language such as pushing their hair back with their hands and flicking their hair also imply independance, confidence and superiority. At the end of the advert, the background is blurred and there's writing centralised in feminine writing saying 'life made fabulous' which infers Debenhams are targetting women more than men in this advert.

Noticeably, clothing adverts use models and settings to sell a lifestyle which encourages people to buy their clothing. Therefore, I will have to take this into consideration when planning my clothing advert.

What to include in a radio advertisement?

Thinking about radio advertisements lead me to question how to structure one and what to include. Therefore I decided to so some research on how to create an effective and persuasive radio advert. It is clear that I need to overcome the fact that I can't use visual elements to my advantage and consequently this means I have to captivate my audience through sound and words. 

What to include

I have learnt from research that I need to know how my product will benefit my target audience. As I am doing clothing, and clothing is to do with an individuals unique taste and therefore can't be advertised on the radio; I will have to advertise something that will benefit my target audience such as free delivery or 10% off with your first order for example. 

As well as this, I know that the details in the radio advert will have to be really clear so the audience know exactly how to get to the online clothing website and what we sell. Moreover, I also learnt that music is important as I need to consider that most people hearing the advert will be in a car and evidently will change the radio station when the music stops. This leads to the conclusion that I need to have music that will keep my audience in tune with the radio and something that will be catchy and stick with them. This creates online awareness of my product. Additionally, diegetic sound is also very important in the radio advert. In order to make the audience remember it more I will have to mention the name of my online clothing wesbite a few times rather than just once.

From my research I have also discovered that usually radio adverts are 10-20 seconds long. Everything in my advert must be simple and effective to encourage the audience to buy my product, which means I have to only include the most relevant points about my product.

Cadburys sponsorship sequence

Cadburys sponsors Coronation Street

Camera
-Starts off with the camera moving down to establish the setting of the town of coronation street in chocolate.
-There's a close up of someone reaching out for a tool with a dog on the left. This allows the audience to see that the sponsorship advert is set in the style of a normal episode of coronation street which causes a feeling of familiarity.
-There is then a zoom out which enables the audience to see the chocolate van moving off and again showing the town made of chocolate. This would catch the viewers eye as the colour scheme is all brown and the sight of a town of chocolate is appetising.

Editing
-The editing in this sponsorship advert is very slow paced which is parallel to the music used in this advert.
-Near the end, the chocolate town is edited into a swirl which then forms the Cadbury's logo, and above this is the sign 'Coronation Street' in chocolate. The fact that everything in this advert is chocolate themed emphasises the sponsor and because this is linked to Coronation Street it causes the audience to make a link between the two.

Sound
-This sponsorship advert has both diegetic and non-diegetic sound in. Although, similar to other sponsorship adverts there is little speech.
-The limited speech is 'Coronation Street is sponsored by Cadbury's, the nations favourite' this is simple but effective.
-The non-diegetic music is quite calming and resembles the recognisable music from Coronation Street, which again links the two together.

Mise-En-Scene
-Cleverly they have made a similar layout to Coronation Street but in chocolate. This links the two things together (Coronation Street and Cadbury's chocolate)
-There is a light reflected onto the chocolate to make it look appealing to the audience. Moreover the way the chocolate people move is normal and similar to everyday movement which creates the idea that chocolate should be involved in your every day life.