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.