Unit 30 Advertisement Production for Television

Saturday 11 February 2012

Unit 30 Edexcel specification

Learning outcomes for this unit:
1. Know about the structures and techniques of television advertisements
2. Be able to originate and develop an idea for a television advertisement
3. Be able to produce a television advertisement
4. Be able to reflect upon own television advertisement production work.

Unit 30 advertisement_production_for_television

Unit Itinerary

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Friday 10 February 2012

LO1: Know about the structures and techniques of television advertisements

Task One

Working in groups of FOUR you will have 10 minutes to generate an idea for advertising a product
The products will then get passed around and each group will have another 10 minutes to generate ideas for another product
Products move around the room until every group has come up with an idea for each product
Groups then present their ideas to the rest of the group
You will then upload your ideas along with your products to your blog

Deadline for task one: Friday 24th February

Task Two

Gather examples of Television adverts (at least 4 different examples) and compare each referencing their structure, techniques and audience classifications.
Upload your adverts to your blog account and analyse them using the following criteria

Examples of adverts you could look at (do not just use these examples - find your own)

Form	Is your advert: realist narrative, anti-realist narrative, animation, documentary, talking heads or stand alone
Style	humorous, surreal, dramatic or parodic
codes and conventions	Camera angle, shot, iconography, editing, lighting, sound, music
Computer graphics	Special effects (SFX)
Techniques	Hidden and overt messages; emotional responses or association, eg solution to a problem, fear, concern, compassion, self-perception, social position; celebrity endorsement
Characteristics of products or services	benefits offered; advantages over other similar products; unique selling proposition (USP); lifestyle appeal; brand identity
Regulation	Advertising Standards Authority (ASA); Ofcom

You will need to discuss the structures and persuasive techniques of a varied selection of advertisments in such a way that you will develope your ideas critically (that is; compare, assess and discriminate) Points made will need to be justified with supporting

arguments
Deadline for task two: Friday 2nd March

Task Three
You will also need to look at the sound track of your chosen adverts and discuss why they have been used. Look at ALL of the following techniques

Voice over
Dubbing
Jingles
Music tracks
Special sound FX

Top 20 songs used in TV adverts

Deadline for task two: Friday 2nd March

Task Four

'Whats it for?'

Individual presentation - Describe the purpose and impact of advertising production for
television
Please see 'help with tasks' post - there you will find SOME information on answering this question - you will however need to research into this topic yourselves
You will start this essay in class and finish for homework if you run out of time
Deadline for task two: Friday 2nd March

Thursday 9 February 2012

LO2: Be able to originate and develop an idea for a television advertisement

Production Brief

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In order to complete this brief you will need to complete the following for Learning Outcome 2:

Task Five:

Market research	Look into other products similar to yours; how are they advertised? Look at Advertisers Information packs and research Agency websites
Generate ideas:	Create mind maps exploring THREE different themes for your product - choose the best on and create pre-production for it: Story board, Script and loctaion release forms
Research issues and needs	Research the target audience for your production: Look at Standard Occupational Classification; Psychographics; geodemographics; age and gender. The channel it is most suited to, the time it should be aired and between which programmes. You must JUSTIFY your reasoning.
Investigate legal and ethical considerations	Look at advertising codes of practice and the regulatory framework - You looked at this in LO1 - you now need to explain how you are following it!
Develop final ideas into proposal	Create a 200 word proposal for your advert – this can be in the form of a PowerPoint or written brief but both must contain illustration Your proposal must contain: Topic being advertised, target audience, aired channel, cost of final production, justify why YOUR advert is the appropriate for your product
Present final proposals to potential client group.	Present your ideas to the class

Standard Occupational Classfication

Psychographics

In the fields of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic variables (such as industry, seniority and functional area).

Geodemography

Geodemography is the art and science of profiling people based on where they live. Geodemographic systems estimate the most probable characteristics of people based on the pooled profile of all people living in a small area near a particular address

Wednesday 8 February 2012

LO3: Be able to produce a television advertisement

Task Six
Pre:production

Shooting Script	Create a script for the dialogue / music and sound effects for your advert
Storyboard	You are now required to PHOTOGRAPH your storyboard – you will need to note down the voice over’s, music and ambience sound under each picture
Production Schedule	Create a REAL production schedule – you will be marked on your time keeping with regard to your own schedule
Recce	You will need to decide on a location after visiting at least 3 different sites - please remember that working on college soil is easy but not necessarily better
Risk assessment	Heath and Safety
Sound and materials list	Create a list of music and sound effects needed – you will need to source and reference all material

Task Seven

Production

Tri-pods	All work must be carried out on a tripod
Shooting	All footage must be of professional standards – look at head shots, locations, sound in back ground, continuity, relevant items are in shot

You will be required to show trial examples and adaptations after peer feedback before creating your final advert (all trials must go up on blog along with all feedback)
You will need to create a production log during production and post production
All rough sketches MUST be uploaded to your blog

Task Eight
Post-Production

Edit decision lists	After filming your advert you are required to watch over the footage on the camera and note down tapes and time codes required for capturing
Additional sound	This section you will complete with Alison – ALL sound (dialogue, music, sound effects and folly noise) will be create with Alison
Uploading work to blog	Once your advert is complete you are required to upload your advert to this post

All production forms can be found here

Tuesday 7 February 2012

LO4: Be able to reflect upon own television advertisement production work.

Task Nine:
Present your final advert to the class; you will be required to create a feedback form for your peers to answer

Task Ten:
Write up a CRITICAL evaluation of own advert production using subject terminology and examples. This can be completed using various methods such as: Video blog diary, PowerPoint, written evaluation or a filmed presentation