Idea

First Idea

This idea was to create an advert based on a Nikon camera, a product which could have a range of target audiences for a number of different reasons - not only limited to the target audience of people who enjoy photography but to others who enjoy filming too. I thought, that not only is this a product that many consumers would love, but that it would appeal to people who other have memories they want to remember or to people that need this product for college - much like I need my camera for college.

 Nikon Camera Television Adverts

This target audience will be the same across both of the adverts as they are all similar in style, font, dialogue (although little to none is heard) and music. The target audience for this product is males between the age 25-40 and although many of the photographs used in this advert are professional looking, there is also a number of photos classed as selfies and family-orientated. This proves to me that the target market for the Nikon cameras are widely diverse. This advert doesn't have much of a plot, other than showing the ways in which professionals and learners alike can take photos. However, from the text that they show on the screen that is paired with the phase "I am..." suggests both a plot and narrative overtone as it is conveying that the Nikon camera and the consumer who uses it can be whatever they want to be.

Akin to the first advert, this one is also aimed at males and females who are 25-40 with a particular taste in travelling, photography and filming. The Nikon Coolpix L340 is around £220, which means that this product is aimed more towards the demographics C2 and above - as demographics below this will be unlikely to spend this much on a camera due to how much they earn (unless they save up of course). This advert is also similar to the first through the narrative and plot again, as there is a continuum of the "I am..." quote.

Sound and Impact Comparison 

In the first advert, there is a song being played called Welcome Home by Radical Face. I believe this song is extremely fitting and calming, the lyrics also match what the Nikon camera could provide to the consumer too. For example, "the days blur into one", however with the Nikon camera, it can store memories for years for the consumer to look back on and remember. Similarly, the second advert has the song Together by Animal Island which suggests that the Nikon camera will be able to capture "every colour of the spectrum, every star in the sky" - which indicates that the Nikon Coolpix camera is of good quality. I feel that both of these adverts hold a very sentimental value on the viewer as not only is there professional photography, but also family content and everyday memorable occurrences (such as weddings and a babies first words/ steps).    

Shot Types Comparison

Much like the way the Mise-en-Scène and target audience was similar, the shot types are similar too.

Extreme-Long Shot (ELS): There is an example of an ELS in both of the adverts, these two examples make the audience feel small compared to the world - especially since this is an advert about photography, and we know how big the world actually is - it also makes the audience think about how easy it is to take the world for granted by take a picture of something so big on a small, movable camera.

Nikon Camera Print Adverts Comparison

These two adverts have many main differences between them even though they are the same company. For example, the first advert ("I am Marco Polo") displays a very professional, clean, bright image about a traveller looking to capture eye-catching photographs. Whereas, the "I am recharging" advert suggests a more homely, casual, family-orientated product that is straightforward to use. As well as this, there is even a difference in the product itself as the more complicated looking camera is used in the first advert and the effortless camera is used in the second which further suggests the large difference between them. Furthermore, there is a change in colour between them. The "Marco Polo" advert has a polished black banner on the bottom of the screen whereas the "recharging" advert has a dull pink banner which takes away from the professionalism.

Another element to point out is the difference in choice of dialogue. The "Marco Polo" quote suggests that this Nikon product is adventurous/ brings the adventure wherever you go. Additionally, Marco Polo travelled the world and discovered new things which proposes that having this product will allow you to as well. Conflicting to this, the "recharging" suggests that this product isn't as efficient as the D7000 camera and it also appears as though the camera is in need of constant recharging.

Review's For Product

"Capture's an image pretty fact, outstanding camera, well worth the money." (☆☆☆☆☆)

"I chose Nikon for it's all round quality and the high resolution. The lens is unbelievably versatile." (☆☆☆☆☆)

I believe that the reviews I have gotten from people about the Nikon Coolpix L340 camera are very reliable and repeatable as many of the reviews are five stars and talk about the camera's "high quality" and "resolution". As well as this, there are several observers for the camera which suggests to me that the reviews have validity. These review's are very useful as they support what the Nikon company's facts about the camera being high quality.

Treatment for my Nikon Advert

Working Tile – Nikon Coolpix L340 Camera

Genre – Advert

Target Audience – 25-40 Male. Stereo-typically, males are more likely to buy this product and travel more for photography than females. As the product is a professional camera and not a cheaper Coolpix A300 (which would be used for simple photography like family orientated photos) the product would be more aimed at professional photographers/ people who are skilled with technology. As the camera is around £230, I am aiming it at the demographic C1 and above (snob appeal) - these people will be more likely to buy this product as they have money to spare at the end of the money, whereas the A300 is only £99. In the US, there are around 325.7 million people alive, 54,000 of these people are employed photographers. As my target audience is C1 and above, I think that my product would appeal to an audience with higher education as they are more likely to have gone through College or University and have had experience with cameras. Based on my statistic of 54,000 photographers in the US, I would assume that that the race of my audience is White-American or White-English but in retrospect, it could also be people who love photography or travel a lot. To be able to use this product efficiently, the consumer needs to be able to travel and/or have money and access to transport like planes and cars. My product is based in America, I observed from the first Nikon advert that one of the characters was driving on the left side of the road instead of the right - although this could also be somewhere in Europe (which is likely due to landscapes and sightseeing) the advert is entirely in English/ American. From my research, I can support that mt target audience applies to Nikon's own as in the first advert we follow a man who is travelling with his camera, we do not see a women holding this camera.

Outline – My idea is too combine elements from both of the Nikon adverts to create an advert that has both moving footage and also still pictures. This will be a way of showing the settings of the Nikon camera (film and photography) to my audience in the form of a montage. At the beginning of the advert, it will show my character travelling to a certain destination, camera in hand. Next, the advert will show separate photography of other landscapes. From then we will cut between the photography and my character - while quotes like "I am technology" show on screen. At the end of the advert we'll see my character reach his destination (late at night) and he takes a picture with the Nikon camera. On the screen, before displaying the product and Nikon's logo, it will say "I am Nikon".

Character Breakdown – My main character's name is Richard (Dick) Anderson, he is a 27 year old white-American male reporter, who works for Bloomberg News, in New York, USA. Recently, he has been sent to England to produce a less hectic/ nerve-wracking story and instead to create a calming & dulicified story about the landscapes and sights of Norfolk.

Visual Elements –

• Lighting - It is unlikely that I will have to use 3-point lighting as I am not interviewing anyone nor am I going to be lighting up a product.
• Camera angles and movement - For most of my shots, I was planning on having them at eye level as the advert is similar to a story and it indicates that you can be on Richard's level of photography if you brought the Nikon Coolpix L340. I would also use movements such as panning to capture the action of Richard walking and/or turning to look at/move towards landscapes.
• Editing -
• Setting -
• Props -
• Costume - My main character will be wear professional like clothing, mixed with what is expected of a reporter to wear but is comfortable for movement and carrying equipment. So this may be, a casual t-shirt (in the colours either blue, black or white), with either dress trousers or jeans (not skinny) with a jacket/ coat of some sort - nothing furry or with a large hood.
• Graphics - Graphics is one of the main things I would like to improve on as it do not know how to edit images well/ do green screen/ create effects such as movement in still images, but I will be editing my footage in Adobe Premier Pro where you can create effects on the footage which I know how to do relatively well. As well as this, I will be using photoshop to add to logo and visual of the camera at the end to make sure the product is fresh in the viewers mind after they watch it - and I will use photoshop to also create my print adverts.

Audio Elements – All of the I will use in this advert will be entirely music. I have taken this idea from the Nikon adverts - although the first Nikon advert is not entirely just music (it does have some other sounds in it, such as the baby coo)- I think my advert would be more effective by having only a memorable song in that background.

Rationale – I chose this idea because I have a Nikon Coolpix L340 and I enjoy using the product for my photography. As well as this, the Nikon adverts are very inspirational and are convincing in the way that it makes you want to go outside and explore the world. I believe it will make a good project as more and more people are buying new technology and more technology is being made - it is a very vast market and each company is trying to be the best and although Nikon may not be the best company selling cameras, it has a very unique and touching way of proposing its products. From my list of skills that would be helpful to film this advert, the most useful would be: being able to set up a camera and record efficiently, as I own a Nikon Coolpix L340 - I understand it and can use it which is helpful to show how the product actually works. I plan to develop how to use a filming camera whilst moving and how to film in the correct lighting (especially in scenes that are dark to make sure the footage isn't too dark).

Primary and Secondary Research – I have analysed the difference between two secondary sources - these being a Nikon advert and a Canon advert. I did this to show the difference in advertising and presentation for a product that does similar functions but are from two difference company's. As well as this, I have analysed the difference in Nikon print adverts, which although are by the same company, they are two different types of camera with contrasting purposes. Additionally, I have primary researched 5 individual advertising types and what they are most useful for -which is how I came to the conclusion that my print adverts being advertised as pop-up teasers on-line was the best way to promote my genre of product. 

Requirements and Resources – For this advert I don't think I will be needing too many crew members as it is mainly about one character and not multiple, as well as this, it is only about following Richard to his destination therefore I won't need to have more than one camera. As for my cast, I will need someone to play the role of Richard Anderson. When filming my advert I will use my Nikon Coolpix Camera, a filming camera and tripod and possibly some lights (depending if it is too dark or not), in post production for both my Television and Print adverts I will have to use Adobe Photoshop for any other graphics such as the logo and the print adverts themselves. I have considered a location to film the final scene in, which is known as The Common. This is a man made river running through Stoke Ferry and the Wretton Bridge (although it runs further than the Wretton Bridge, the area between Stoke Ferry and Wretton is where I will most likely film). I think The Common will be appropriate for my advert as the lake has a little cliff-like edge and can be extremely photogenic with the over-hanging trees, especially around November when everything is cold and lightly frosted. The Common is easily accessible with roads leading up to it - which means equipment will be easy to get there. Furthermore, the Common is a public place so, as long as I do not film anyone without their permission, then I will be able to film there freely. 

Constraints and Contingency – One of the main problems is it getting too dark too quickly, which means I would have to come back the next day if I wanted to film it again. I could encounter a problem with bystanders, for example, someone could think that I am trying to film them without there permission and become upset - which I will refrain from doing, a way of overcoming this would be to wait for people to pass before filming and check regularly if anyone is coming.

Legal and Ethical Considerations – linking to the above show that you have considered the legal and ethical issues such as copyright

Proposed Schedule – As I need to make sure that I can edit it and write about it before the deadline, I would need to allow myself at least a week before the deadline of this project. Which means that I have until today (02/11/2018) till the 23/11/2018 to have all of the footage. 

Idea for Print Advert

I would like to make my print adverts be promoted online as a pop-up teaser on social media platforms such as YouTube, Facebook and Twitter. This is because people who are on social media are this generation of people which fits my target demographic as they are between 25-40, as well as this, people who are on social media are more likely to buy new technology as it is popular and the "newest craze". Putting it on social media will gain a lot of publicity for my product as social media is an increasingly populated thing through which people are always looking for the next thing to catch their eye.

My first idea for one of my three adverts is to have a young person holding the camera up in a pose (looking as if they are taking a photo) with the Nikon quote "I am...". However, the idea of these adverts is to show my take on the already existing Nikon adverts, I would need to create a new catch line instead of "I am..." to continue across the three print adverts and television advert. Given this, I have come up with two that are similar and that I like, the way I will determine which is best is through a tally aimed at my audience demographic and they will decide which is best. These three ideas are "We are...", "Life is..." and "Happiness is...". I will also display the slogan and the logo of Nikon. This will apply to my products print and television advert as it is following the guidelines of the "I am..." campaign, and showing the audience that the advert is about the camera and not a pair of shoes for example.

My second idea is to just display the camera, again accompanied by the slogan "We are.../Life is.../Happiness is..." and the logo. Although this is quite plain, the advert will also be eye catching and inspiring as the reflection effect makes the audience want to be able to take photography like the advert shows.

Finally, my third idea is to have just a photo of the main character and one of the locations used in my television advert, again with the slogan "We are.../Life is.../Happiness is..." with the Nikon logo and a photoshop of the Nikon Coolpix L340 camera in the corner to make sure people know what camera it is.

Making a Print Advert by Using Secondary Sources

This is an example of what my finished Print Adverts would look like; using secondary sources. Overall, I think it would have been successful as it is eye-catching and follows the similarities of the already made Nikon adverts. In my opinion, the main thing that captures someones attention in this print advert is the the man - wearing a colour that isn't seen elsewhere in the photo. This is because we can see him, back facing the camera, whilst he is holding a camera in his hands - which indicates that he is some sort of photographer, but also overtones that the viewer could be this photographer as we never see the mans face (we don't know who he is). 

Idea Change

Although this has been what I have focused on the most and I was planning on continuing with this idea to make it my final project, I don't think I will be doing it any longer. After thinking about the character and who I would need to play this character - I realised that it would be difficult because I do not know many 27-40 year old that fit the target audience and would volunteer to help me film my project. So, I will be using my second idea instead.

Second Idea

My second idea is to create an advert on the Specsaves' glasses. This advert idea has a range of target audience's, however, I would use this idea to aim the product specifically to teenagers who are at school/ college as they may not be able to afford an expensive pair of glasses - especially with low paying jobs. Through this advert, I will be able to promote the Specsavers deals of "free eye tests" and discounts for people younger than a certain age.

As I am to show my own take on these adverts, I would not use they "should've gone to Specsavers" slogan. Due to this, I have decided to use my own slogan, which is "now you see it".

This Specsavers advert is aimed at people - mostly males, as there are no females in the advert- over the age of 60. The advert is comical and attention-holding in the sense that the viewer wants to know what will happen. They do this by making that older male get in trouble with the police - as he hits the police car mistaking it as his own. Overall, the story-line is: an old man gets into his car, he discovers that his car will not start and gets frustrated, he leaves his car and goes to get a stick, he returns and whacks the car with the stick only to discover that he was hitting the wrong car (a police car) and he runs away from the police. The music in this advert is extremely classical and calming, which conflicts the advert itself as the advert is very tense due to the man losing his glasses and the police being involved.

The ending of both of these Specsavers adverts has given me an idea for mine. As they both display a scene from the advert with promotional text, the Specsavers logo and the slogan (slogan only shown in the first advert) - it is an idea that I would use in my advert too.  There is also another aspect from both of the adverts that I will use. This is: the two adverts display clumsy people/ people that are too blind to know what they are really doing. For example, the man mistaking the police car as his own and the young boy washing up a Vinyl record instead of a plate. I would like to use this idea in my own advert to imply off of the bat that this is a Specsavers advert to my audience. Furthermore, there is a third aspect that I am going to use from both adverts, this is the regard of classical music. This will be to relax my audience, even though there is tense things happening in the advert (such as the breaking of a set of glasses).

The second advert is targeted at children, aged 5-12 (as above 12 would be classed as teenagers and below 5 is classed as toddlers/ babies). The plot of this advert is to show that precious things can be ruined through the use of someone not being able to see them. The father in this advert is taking care of his Vinyl collection whilst the young boy (son) is washing up the plates. The young boy says that he cannot get the last plate clean and when he pulls it out of the water, it is a Vinyl that has been ruined by the water. This advert, compared to the first one, is less comical but is again made relaxing by the use of classical music.

Print Adverts

The difference between these two adverts is shown in many ways. The target audience for the first advert is females between 20-30. The advert also has an offer of "2 for 1 from £69" which catches the viewers' attention as the glasses are cheap and of good quality. This first advert also has colour which captures the viewers attention, whereas the second advert is black & white which is not as attractive. The second advert also doesn't capture the audiences attention as much - this is because there isn't any colour, logo or deal/ statistic that conveys Logos. 

Overall, I think the first advert is more successful as the colours are more likely to capture the audiences attention, along with the use of the logo and the deal on glasses - which are all things that the audience look for when wanting to buy glasses. As well as this, the logo is the last thing we see when looking at the first advert as we read from left to right, up to down - this means that it will be fresh in the audiences' mind and will allow them to remember it and be compelled to seek a Specsavers Optician. 

Review

"Was a little apprehensive about my visit... However on this occasion I was completely satisfied with my initial eye test and choosing glasses and the service I received on collection of my completed order." (☆☆☆☆)

This review supports what I thought about Specsavers customers - in the scenes that some people are scared to take eye-tests so they postpone it for as long as they can- which is supported by the quote "I was a little apprehensive". The review is also very helpful to me because it covers many aspects of what Specsavers offers. For example, the satisfaction of the "initial eye test", "choosing glasses" and "service... received on collection" of the "completed order".  

Treatment 

Working Tile – Specsavers Clumsy Morning

Genre – Advert

Target Audience – 12 – 21, Male and Females. My target audience is students (high school and college) who either don't have a job or are being payed under minimum wage - this is because neither them nor their parents might be able to pay for expensive or fitted glasses. As this product is to be aimed at teenagers with low paying jobs, the demographic would be people in working class or casual. My target demographic have to have proof that their household income is less than £20,000 a year, that the person applying for the glasses is either in high school or college. My product is suitable and targeted towards all races as it is for people with poor eyesight. My target demographics mobility isn't too extreme as all they would need to do is be able to get to the closest Specsavers Opticians for their check-up - however, if a parent/ career was unable to take them, they would have to be able to get to the opticians via public transport. My target audience is more likely to be in the UK, more specifically Kings Lynn or Norwich.

Outline – At the beginning of my advert, a teenage girl wakes up and accidentally steps on to her glasses (breaking them), she tries to go about her daily routine without them but without them she becomes extremely clumsy and misuses some everyday objects. For example, going to pick up the phone but picking up a banana instead, using a shoe instead of an iron when she tries to iron her clothes and brushing her teeth with conditioner instead of toothpaste. At the end of the advert, the is seen phoning someone and saying "I'd like to book an appointment, please." And she is next seen walking into a Specsavers. The last thing we will see is similar to credits and will have the Specsavers logo with a "2 for 1" deal on glasses for teenagers. 

Character Breakdown – 
Sophie Leighio is a 17 year old, White-British, Female who is studying Uniform Servers at CWA. 
There isn't a detailed background for my character as they are every-day people - I think this is a good way to present them as it shows that is can be anyone who breaks their glasses and needs a new pair. 

Visual Elements –

• Lighting - As a lot of my advert will be filmed inside of a house, I may need to use a key light to make sure the subject is bright - the subject needs to be bright as this is a non-fiction advert which is promoting a real product.
• Camera angles and movement - There isn't going to be any birds-eye views or worm's eye angles as they are used for dramatic purposes, however there will be a continuous use of eye-level shots and a high and low angle to show the character's reaction to finding out that she has broken her glasses.
• Editing - The main editing technique I am going to use is a simple cut between the scenes, again this is because I don't want to make the advert over-dramatic as I want the viewer to see that if you break your glasses then there is no need to panic and become distressed - the advert will show how easy it is to get a new pair for a good deal. 
• Setting - For the most part of this advert, the setting is in a house. More specifically, the viewer will be shown a few places of the house such as the bedroom, washroom and bathroom. As well as this, there is also a scene outside in Town, just outside of a Specsavers. 
• Props - There are mainly going to be every-day items that you find around someone's home in this advert - as that is where it is set. These props will be: a pair of glasses (broken), an ironing board, shoes, a house phone & banana and finally a teddy bear & a cat.
• Costume - My main character will be dressed in the way teenagers dress in 2018 - this will be through skinny jeans and a stylish t-shirt with hair down (at around shoulder length). This will imply that she is a teenager and will allow other teenagers like her to identify more prominently with what she is doing. 
• Graphics - In my Specsaves advert, there is only graphics at the end of the advert. This is used as a title-like-credits page where I have promoted Specsavers by using its logo, a discount for Students and two examples of the glasses they sell at Specsavers.

Audio Elements –

• Music - In both of the Specsavers adverts I analysed, there is classical music (violins other stringed instruments) playing in the background, because of this, I will use the same style.
• Effects (Foley) - I will add the sound of the glasses breaking and phone ringing as these will be either too loud in the recording or not loud enough - this also means that I can do them at separate times so that the possible interruption of people talking will not ruin the audio.

Rationale – I have chosen this idea as many people find themselves at a shortage of money when it comes to essential things such as glasses - as well as this, from my primary research, I found that people found glasses to be too expensive and they also said in was hard to come by a good deal. With the use of Pathos, I believe that I can make this advert captivating and funny, which will make my target demographic aware of the cheap, affordable and reliable eye-wear. With my understanding of filming, I believe that I will be able to create a project that seems genuine and almost like an actual campaign made by professionals.

Primary and Secondary Research –

Primary

I have conducted a questionnaire asking my target demographic (aka my peers and college friends) questions related to glasses. From my questionnaire, I learnt that 80% of people asked have had an eye test, 60% of people wear glasses, 30% of these students do not have a job and 50% of those asked do not get paid the National Minimum wage (which for people aged 16-20 is between £4.20 and £5.90 and hour). This information is useful to me as it supports the reason why I chose to make this advert, for example, I know in greater detail that 60% of students wear glasses and 50% of these students would be unable to buy two pairs of glasses without spending all of their saved up disposable income.

When presenting my advertising idea to my classmates, they replied with positive feedback such as "that's really good" and that it seemed "very interesting". This is helpful to me as I was having doubts about how well the advert was going to do and also if it attracted my target audience - luckily, my peers fit into my target demographic so their positive feedback meant that I knew what to improve upon, such as the comment I got about "making it more realistic" as "people with glasses can still see"- which is true, however would take away from the comedic side of the advert which is an aspect I would like to keep.







Secondary

From my secondary research, I found out that the most popular glasses brand in the world is Oakley's, the second being Ray-Bans. This links to my primary research because when I asked two of my peers what features they where looking for the most in glasses, one replied "Ray-Bans" and the other said "Designer" - the two brands (Oakley's and Ray-Bans) are both designer companies that make millions. As well as this, the companies themselves are worth billions: Oakley's around $2.1 billion and although I couldn't find how much Ray-Bans worth was, I did find that the man who invented them, Leonardo Del Vecchio, net worth is $23 billion.

When researching glasses, I also came across some facts that I want to incorporate into my Print Adverts, this is so that I can add a sense of Logos into them - this will draw my audiences attention as facts interest and educate people. Some of these facts are:

1. Frames for glasses used to be made from natural materials such as wood, copper, leather and bone. 
2. The first vision aid was invented around 1000 AD and was called "Reading Stone".
3. Modern glass lenses aren't actually made of glass! They are made from high-tech plastics that can protect your eyes from harmful ultraviolet (UV) rays.
4. 50% of the worlds population may need to wear some form of glasses.

Requirements and Resources – 
Cast: Sophie Leighio

Crew: H.J.Ward.

Equipment: Camera & Microphone, Tripod, Lights.

One out of the two locations would have a potential issue to film in as it is in public - this is the two short scenes outside of the Specsavers Optician.

Constraints and Contingency – The biggest constraints would be whether or not I am allowed to film outside of the Specsavers, the only way I can overcome this is asking the person in charge if I'm allowed to film and assure them that I will not include anyone who doesn't wish to be filmed.   As this is the only thing that is a constraint, my idea for an advert is very feasible.

Legal and Ethical Considerations – According to ASA's self-regulations, I have made my adverts responsible and non-offensive as I have not cussed, discriminated or offended anyone in potentially any way. Considering that I asked a Specsavers manager if I could film the Specsavers store, I have considered copyright issues as I have not taken their company idea without permission. As well as this, I have not used the "Should've Gone to Specsavers" slogan; instead opting for "Now You See It".

Proposed Schedule – I will be filming the Specsavers on the 19th of November, the scenes inside my house on the 17th & 18th and finally be doing the photography for the print adverts any time between the 14th and 16th of November. I have left myself plenty of time for Post Production (from the 20th to the 30th - this includes the conclusion for the project). 

Print Advert Ideas

My first idea was to have an advert based outside of the Specsavers Optician, with my main character approaching the stores' door. However, whilst making the adverts I realised that it isn't very effective towards the audience. This made me change my mind and make the advert display a pair of broken glasses to symbolise that people who have broken their glasses do not have to worry and can get a good deal on a new pair.

I also changed this idea as it would have been a screen-shot from my TV advert but it wouldn't have captured my audiences attention. Instead, I decided to get a picture of a small group of people, who are smiling and wearing glasses to convey Pathos to my audience - making the happiness appeal to them.

This is the only initial idea I kept for my three prints, the photo conveys Pathos through the happy look of the female student - who again, is wearing glasses.