Sports drink advert

We have been given a task in a group of three to create an advert for a sports drink aimed at men 60 and over. We have to create this advert as well as the logo and name for the drink brand.

The name of our drink will be 'VOL', this is because the first sports drink was made in Tennessee and in Tennessee there is a place called 'vol' which is a university for athletic/sport. We thought this tied in perfectly with the advert title we have been given.

Our plan for making the advert is using two characters (Sam and Mr Dexter) to represent a younger boy and an older man. Our advert plan is as follows:

• Sam begins playing lots of different sport and being really good at them (these will be short clips of 5 or 6 different sports), to introduce the sport and energizing theme. The VOL will also be present in each one of these shots.

• Next Sam will fade into Mr Dexter, showing that he is an older version of Sam. We are going to do this by having Sam try to shoot a basketball into the hoop and as he jumps it fades into Mr Dexter, who then misses the hoop. This represents the fact hes older and he doesn't have the energy anymore. (This will be the only sport shot without the drink in it)

• We are the going to try and present time going past, for example a fat moving clock or a time-lapse of the clouds.

• Mr Dexter will be walking slowly and lonely, with duller colors and more sad toned music, this will present that hes not his young self. 

• He will then go to the shop (school diner) and walk past VOL. He then remembers the drink and buys it.

• He takes a sip which is then when it will fade back into Sam, showing that the drink has made him young and energized again. We will do the fade by Mr Dexter wiping his mouth after hes drank the drink, the getting Sam in the exact same position to carry on the wiping motion. 

• Then once the character is young again, we will have Sam recite the slogan we have created, "Volumize your energy".

• Mr Dexter starts off walking alone and sad

• He gets thrown the bottle of VOL and takes a sip

• Within the sip is the transition of Mr Dexter to Sam, where we will get them both to drink it in the same position then merge them together

• Then the sad music will change to happy energized music, where Sam will 'go wild' with loads of energy

• We will then take loads of different angles of Sam at the running track with VOL in the clips

From our initial plans above, we have partially changed part of it as we didn't want the advert to be too long, and for our audience to loose interest

We changed Mr Dexter from being at the end to the beginning as we felt it would make the initial mood sad, which is what we wanted the audience to feel when watching so that we can then change the mood into happy and energetic, to end the advert nicely.
Our run through of our advert is now:

-Mr Dexter walking alone 

- Him being thrown VOL

- Drinking VOL

- Changing into Sam (fade effect)

- Sam walking up to the start line (slow motion)

- The placement of the fingers on the line

- The head tilt upwards towards the finish line

- The beginning of the sprint

- Sam running, half way through his sprint

-Solo on VOL with slogan

Also during this day of recording, we chose 2 songs that we wanted behind our shots. One of these would be a happy, energetic song for Sam, and then a more dull, upsetting song for when Mr Dexter is shown on screen, during the first half of the advert. These songs are:

- Fury - Rogue (Happy, Energetic song)

- Cold - Jorge Méndes (Dull, Upsetting song)

Orignally we had an idea where Sam has just finished his race and someone throws him a VOL drink. He then catches the drink and says the brand's slogan 'VOLumizing your Energy'. However, when editing this section of the advert, we found that taking this out and replacing this with 3 seperate texts saying 'VOLumizing' , 'Your' , 'Energy' seemed for fitting for the style we wanted to present.

We also made an ending banner that shows a VOL sports drink on the left with the slogan on the right. This ends the advert with hype and positivity over this sports drink.

We made the first half of the advert noir style which showed of and clearly presented that it was a sad theme and the fact that Mr Dexter is an old, lonely man.

We used extra long shots on Mr Dexter to show no power and show he is alone.

We also used low views on Sam to show his domination after drinking VOL.

We used pan movement when Mr Dexter was walking so that the audience could really feel like they were there with him and feel the real emotions of loneliness.

This is our outcome...

Radio presentation

Advert remake

Media

Media text - Any media product such as a TV programme, film, magazine, video game , newspaper or album created for an audience.

Media format - refers to whether the content is a video, audio, printed or a combination.

Media platform - where media is presented e.g. TV, tablet, cinema or smartphone.

Industry

In 1993, 90% of American media was owned by 50 different companies.
This drastically changed over the years, resulting in the same 90% being owned by only 6 different companies (known as the 'big six') in 2011.
This is bad for the media as it means creators loose control and creativity over their work/thoughts. It also means the audience get less variation of the opinions etc.. that they see online as the messages will all be the same as their coming from the same people. Having such a small amount of companies own a lot of  business means that its easier for the media to tell you what to think as there isn't a lot of opinions being shown.

Comcast is the biggest media industry, making $69 billion in revenue a year. This is because they practically own almost everything.
Walt Disney come through at $48 billion in revenue a year, which there is theories it will overtake Comcast once it fully owns 21st century fox who are currently on $32 billion in revenue.

Rupert Murdoch owns news corporation and Sky TV. He owns many newspaper including The sun and The times.
Only 3 companies own 71% of newspaper companies, which is bad as once again, the audience only get to see what are being put out to them which isn't a lot considering their is only 3 companies of thought going into it, which doesn't give a lot of opinion for the audience to bounce off of.

BBC are a public broadcaster, they don't use adverts (unless its promoting their own company) which is better for the audience as they don't have to see irrelevant things which they don't really care about. This is one of the reasons BBC is in competition with Sky.

Global tech giants are becoming more popular, for example, Netflix and apple, because they are new and the audience need new ideas to stay interested.

Demographic and psychographic

Demographic profile -

• A description of a particular type of audience (including sex and age)
• How you define them
• How much income they get
• Mainly in group A, B, C1

Psychographic profiling -

• A more enclosed description of character types e.g a book dedicated to cars

Target audience vs niche audience

• Target audience is based over a more spread out group of people e.g. women
• Niche audience is based over a smaller group of people e.g. people who fish

Boys in the hood

Mise on scene -
C - Tre is presented formally with his clothes and the fact he is presented to be well educated. This contrasts to a stereotypical American boy of the era. The teacher is dressed in more informal clothing than the boy, foreshadowing the lack of responsibility and control she takes of the class.
L - Natural day lighting in used throughout.
A - The main character is the young boy and his friends. They set the scene and era of the film, making it easier to understand from the beginning.
M - There is no makeup during this.
P - The poster of the president is a key prop as it has the bullet holes through it signifying the hate and violence within the neighbourhood.
S - The setting varies from outside to inside. Whilst outside the children act as normal baring in mind theirs police sirens, gun shots and crime scenes, but they act as if that's normal to them. Whereas when their inside its as if there safer as their in school and the setting is more normal to what the audience is used to seeing.

Sound -
M - None
C - None
D - Diegetic sounds are used throughout, for example, dog barking, police sirens and gun shots. These are used to emphasise the fact the neighbourhood isn't safe.
O - The noises are shown off screen during the opening, even when the credits are being shown in front of a blank screen. This is done so that the audience immediately know what the opening is like before you see anything.
V - None
E - Confused, worried, scared, unsafe.
D - Tre is presented to be smart and intelligent for his young age, this is confirmed when his teacher rings to his mum about how developed his vocabulary and speech is.

Genre -
D - The opening includes a fact, this sympathises the audience into making them feel bad for the scenery the children live in.
I - The short trailer shows the children's take on their neighbourhood and how they live in it. The neighbourhood contrasts to a normal child's neighbourhood, which is fun and enjoyable.
S - Rough neighbourhood, stray dogs eating out of rubbish on the streets. Crime scenes.
T - violence and corruption
I - Blood and the bullets through the posters.
N - The path of following children to teenagers and showing their future.
C - The children, teacher and Tre's mother.
T - Slang has been used to help foreshadow the future of the neighbourhood.

Editing -
S - Tre has the most camera time in this clip, this shows that further on her could be the main character.
T - The transitions are very smooth to keep it as real as possible
O - The trailer is in chronological order. It presents a time period of about 1970's.
P - The pace seems very rushed at the beginning due to the gun shots and police sirens. The pace changes to slower once all the characters are introduced.
S - None