M3 (Unit 20): Explain how the created media components comply with the codes and conventions of the media sectors
When creating an advertising campaign it is important that the codes and conventions are carefully selected to ensure that they are appropriate for the brand/company being marketed, and to ensure that they fit the themes. This is what increases the success of an advertising campaign.
Codes of a media product are the signs or symbols that form a meaning/purpose for the brand or business being advertised. For example, in relation to a video advertisement, the codes would involve the actions of the characters (e.g. drinking the PhizzWizzard beverage), the camera shots and angles used, the music and sound effects included in scenes, and so on. The conventions within an advertising campaign involve the mediums and methods used to advertise a product. Conventions are always specific to the genre of a campaign, to form a strong and identifiable correlation, which ensures that the methods used to market a product appropriately relate to the brands themes. Conventions relate to the codes of a media product, as conventions involve the way in which codes are presented.
For this task, I will be discussing and explaining the codes and conventions of the PhizzWizzard advertising campaign that was created by JT&T Productions (of which I was involved in). The methods used to market PhizzWizzard are as followed:
The Video Advertisement:
The video advert created as part of the PhizzWizzard advertising campaign included many codes and convention's to fit the upbeat, retro, 1990s theme. This ensured that the campaign fitted the brands image, as well as successfully target the desired demographics.
The first convention that I am going to discuss, regarding of the video advert, is the location of where it was filmed and set. The advertisement was filmed in The Cuckoo Club, which is a nightclub situated in London. The main reason as to why it was decided that the advert would be filmed in this location, was due to how it would likely attract audiences within the older demographic (ages 18+ and 30+ years). This is because audiences of an older age (legally, over 18) tend to venture out to nightclubs, meaning that the older audiences watching the advertisement will be able to identify a familiarity with their lifestyles, making the advert easy for viewers to associate and relate to themselves. This ultimately results in the personal interests of the target audience being acknowledged and included, making it likely to gain attention and become rememberal for viewers, which therefore ensures that the video advert can attract an audience, resulting in a successful campaign.
As the advert was filmed in a location which can only legally grant access to over 18's, it was important to ensure that ethical issues were avoided, and that the codes and conventions regarding the younger target audience (13-18 year old's) were considered and maintained. Ways in which this was done involved ensuring that the talent included in the video were all over the age of 18, but still young enough to appeal to and attract a younger target audience. We (JT&T Productions) also ensured that language used was appropriate (e.g no explicit language) with both the script and music used. Furthermore, despite the advert being filmed in a location that sells alcohol, we made sure to avoid any focus on alcoholic products/beverages, not only to remain ethical, but to also ensure that the primary focus was on the PhizzWizzard drink.
Another reason as to why The Cuckoo Club was deemed a good location to film the advert was due to the interior of the nightclub. The furniture consisted of a shabby-chic, classy and modern theme making the appearance of the location aesthetically pleasing for members of the target audience to view. To add, the lighting and colour scheme within The Cuckoo Club was vibrant, which ensured an upbeat atmosphere could be formed, further adding to the fun and happy theme of the video which is likely to attract an audience. The colours also fit the colour scheme of the PhizzWizzard beverage, ensuring the brand image could be maintained. This was due to the bright pink and purple tones which accurately match the packaging of the drink, as well as form connotations regarding the 'strawberry laces' flavour. This ensured that consistancy was maintained throughout the campaign, especially in relation to the other marketing materials used as they consisted of a similar colour scheme.
The music included in the video advertisement was used taking the secondary target audience (ages 30+) into account. The songs used in the video advertisement included 'Mo Money, Mo Problems' by 'The Notorious BIG' and 'Hows It Going Down' by 'DMX'. Both songs and artists were highly popular during the 90s period which increased the likelihood that viewers, of an older demographic, would recognise it. The genre of the songs used (rap and hip-hop) was also researched prior to determining which music was going to be included in the video advert. We decided that using songs from this genre would be most effective in being recognised by the older demographic, due to its mainstream popularity during the 1990s.
Both choices of the music used were from the 1990s which not only fits the retro theme, but it also ensures that the older demographic can form a sense of nostalgia through recognising the music which also makes the advert rememborable and catchy. This increases possibility of the song getting stuck into the viewers heads, which in return would form an association with the song in relation to PhizzWizzard. This means that there would be a highly likely chance that every time an individual hears the song elsewhere, it would remind them of the video advertisement. This would, in return, would make the video advertisement more effective and the campaign more successful.
In relation to the talent who acted in the video advert, many codes and conventions were included to relate to the theme of the campaign. Firstly, the costumes of the individuals fit the retro theme of the 1990s time period. Prior to the production of the video advert, research into popular fashion trends during the 1990s was conducted to ensure that the characters could be appropriately dressed to fit the retro theme of the video. From research conducted, it was concluded that baggy skater jeans, vibrantly printed oversized t-shirts/jackets and trainers were some of the most popular clothes worn by 90s youth.
We decided to ensure that those acting in the video followed this dress code. Incorporating the fashion trends of this time period, we could ensure that audiences who fell within the older demographic, could be reminded of what they once wore and easily recognise the fashion, due to its popularity during the 90s - making it likely to be recognised by viewers of this category. This creates nostalgia for the viewers, further increasing the likelihood that they will enjoy the advert and buy the product.
On the topic of costumes used in this advert, it was also vitally important that characters could be clearly distinguished from eachother and into their roles. The bartender in the advertisment had to be clearly presented as a proffessional so that those watching did not get confused regarding the characters role/place. In order to ensure confusions could be minimised, the actor who performed the role of the bartender was formally presented, wearing a shirt and tie, to ensure the easy assumption could be made that this character was not apart of the group of young adults, in this case, the customers.
Remaining on the topic of codes and conventions regarding those who acted in the video, body language and facial expressions played a great role in setting the tone of the video. The tone of the language used and the expressions/body language of characters demonstrated enthusiasm and positivity. For example when the characters drink the PhizzWizzard product, they all smile and nod, indicating that they are pleased with the products taste. This emphasises the upbeat theme of the video and creates connotations with the product creating joy and happiness due to its quality and taste.
An example of how language is used by characters to further demonstrate that the drink is enjoyable is at the bar scene, when the male character (Joel) asks if the female character (Tahlia - which is me) "Have you never had a PhizzWizzard?!" and the opposing character then responding "Whats PhizzWizzard?". The use of repetition of the products name further emphasises the product, ensuring it is the main focal point of the video, as well as demonstrating how it is better than other drinks, hence the reason both characters agree to ordering it.
To add, some of the most important conventions included in this advert involve the slogan and logos being clearly presented for viewers to see and recognise. It is vital that these were clearly presented to ensure that brand awareness and recognition was formed and likely to be increased, as well being sure to clearly market the brand and name of the product.
In order to ensure that the campaign appealed to younger audiences, social media logos were included in the video advertisement, making viewers aware that marketing of the product is also prominent on social media platforms. In order to create a consistency and correlation regarding the slogan and the social media links, the slogan was presented as a hashtag "#MagicalPhizz". This would ensure that users of social media (most likely younger demographics, as they are most prominent on social media) could remember the hashtag and share it via their social media platforms. This would further increase brand awareness and therefor increase the popularity of PhizzWizzard, which would positively reflect on the business itself as sales are likely to increase. By using a hashtag, it is also likely that the campaign will have the potential to go viral via social media and online - this was outlined in the client brief which is why using methods to increase the shareability and chances of the advert becoming viral is important, especially in ensuring that the client is satisfied with the overall result.
The slogan in itself "A Magical Phizz" puts emphasis on the products name, as it spells the word fizz as "Phizz" which is exactly as the brand spells it. This not only relates to the brand, but also forms a play on words, due to the term "magical" being used. This relates to the name of the brand which includes the word "Wizzard". By using a slogan that includes the word magical, it is further relating to the name of the product which makes the slogan more effective and catchy, as magic is commonly assosiated with wizards.
The Magazine Advertisement & Billboard:
To ensure that there was consistancy regarding the, codes and conventions, throughout both the magazine advert and the billboard, our group ensured to design both marketing materials with the same/simular features and elements, as well as themes.
One example of this involves making the image of the product the main focus. This was achieved by ensuring the size of the product was large, as well as using the same sun beam effect behind the image of the PhizzWizzard drink in both marketing materials, also creating consistancy regarding the theme.
On the topic of the image of the product, it was also decided that it would be presented, in both the magazine advert and the billboard, as wrapped in the original PhizzWizzard packaging. This ensures that the appearance of the beverage can be recognised by the target audience, which will create brand recognition and make individuals more intrigued to purchasing the drink if they recognise it in a shop - resulting in sales of Carter Soft Drinks ltd increasing which would positively reflect on JT&T Productions as it would indicate that the campaign was successful.
Social media logos and website links were also prominant in the design of both the billboard and magazine advert. This was included to primarily target the younger target audience (13-18 year olds), as they are more technologically advanced and active on social media, meaning that they will be more likely to use their platforms"#AMagicalPhizz" and further promote PhizzWizzard.
In relation to other codes and conventions, the PhizzWizzard logo was boldly presented on both marketing materials. This was achieved by ensuring the background was lighter than the logo to ensure that the PhizzWizzard logo contrasted against the background, and was easy to read - which was vital in ensuring that those passing the billboard could clearly read it, and so that it stood out to individuals flicking through a magazine. Furthermore, to increase the emphasis on the logo, and to ensure it was seperated from other content, the flavour of the drink (Strawberry Laces), was presented in a lighter tone to make it easy for readers to distinguish from the logo and still be able to read it against the background.
In relation to the font of the logo, 'Fabfelt', it was concluded best for the campaign as it connotes the appearence of strawberry laces, due to its cursive and curling appearance - which looks simular to strawberry laces sweets, making it suitable to use throughout the campaign, and as the main logo for the PhizzWizzard brand. To create consistency and make the appearance of the adverts more aesthetically pleasing, it was also decided that the same font should be used, on the billboard, for the slogan "A Magical Phizz". To ensure that the logo was easy to identify from the logo, it was decided to use different colour and shadowing effect, in order for those viewing the billboard to be able to distinguish the various elements of the billboard.
The price of the PhizzWizzard beverage was not included on the billboard as we did not want to put too much content on the billboard, mainly due to the unlikely chance that those passing the billboard will stop to take a closer and more in-depth look. We also did not want the billboard to appear too crowded as it would result in the aesthetic of the advert being ruined. As a result of this decision, the price was only presented on the magazine advert - which is appropriate as it is likely that those viewing it will have more time to view the advert.
On the magazine advert, it was decided to not include the slogan in the 'Fabfelt' font, and instead as a hashtag in a simplistic yet bold 'Arial' font. This was due to individuals, looking at the magazine advert, and as earlier specified, being more likely to have a greater amount of time to take in the content, as they would unlikely be on-the-go.
This varies fron the billboard advert as it will be in a central and busy location were people will be frequently passing by and unable to view it for too long. Instead, we decided to focus more on added elements to further create an aesthetically pleasing magazine advert, and, to promote the product by making it look appealing.
The main way in which the magazine advert was presented to appear appealing and emphasised, was by including the image of the product emerging through clouds. This fits the 'magical' theme of the campaign as it shows the canned product levetating through clouds. This also connotes heaven, which could make the target audience associate the beverage with being 'heavenly', further increasing the appeal for PhizzWizzard.
Inspiration From Pre-Existing Campaigns:
Prior to the creation of the PhizzWizzard campaign, research into leading soft-drink company, Coca Cola, was conducted in order to break down the codes and conventions that result in their campaigns being highly successful. By taking inspiration from these campaigns, the liklihood of success for PhizzWizzard will be increased, as effective methods/features will be included.
As the client brief outlined that the campaign should go viral, it was important to identify how Coca Cola make their adverts viral. From their "Share A Coke" campaign it was evident that social media was a great focus, with the use of hashtags ("#ShareACoke"). This drove the decision to include a hashtag on all the marketing materials produced, to ensure it encouraged target audiences to share it on social media. Inspiration was also drawn from Coca Cola's ability to create high brand recognition due to their use of vibrant and bold colours/fonts, as well as ensuring that the themes and colour schemes are consistant throughout all of their advertising materials.
To add, it is evident from looking at various Coca Cola advertisments, they regularily focus on their product by presenting a large image of their beverage. Inspiration was taken from this for the PhizzWizzard campaign by ensuring that images of the product are consistantly presented to a large-scale and emphasised throughout the advertising materials.
In order to gain inspiration for the PhizzWizzard video advertisment, we also looked at a recent video advertisment by Coca Cola entitled "Brotherly Love" (2016). There were several distinctively important features that inspired the PhizzWizzard advert.The first involves the actors being young (teenagers/young adults), to ensure a young demographic could relate to and find an appeal to the advert. This was included in the PhizzWizzard advert as all the individuals who featured in it were teenagers/young adults. To add, the storyline of the advertisement was clear and strong, which was important to take into account when producing the PhizzWizzard advert, as it would ensure it could make sense as well as provide entertainement, so that audiences can fully engage in the video.
Product placement of Coca Cola's drink was also widely prominant throughout the advert, as the image of the branded beverage was frequently and clearly presented in scenes. This was important to familiarise audiences with the appearance of the product, ensuring it is therefore recognisable - increasing brand recognition. This was done in the PhizzWizzard video advertisment when the bartender handed the characters the drink, and in a close-up shot of the drink being poured.
Including a scene of the characters drinking PhizzWizzard was also drawn from inspiration of the Coca Cola advert, as one of the characters is seen drinking a 'Coke' drink.
Inspiration was derived from this scene in the Coca Cola advert, as it was concluded that having a shot of a character drinking and enjoying the beverage would make viewers more intrigued to try the beverage themselves, which would boost the sales of Carter Soft Drinks Ltd, resulting in the advertising campaign successfully marketing the PhizzWizzard product.
Finally, another element of inspiration that was taken from Coca Cola's video advertisment, was how they included their logo and slogan at the end of the video. We also decided to do this at the end of the PhizzWizzard video as it ensured that the advert would end with the slogan and logo being clearly presented,making it the last image that viewers would see. As a result, this creates a rememberal effect, making the advertisement more likely to be remebered by those who watch it - overal making it more effective and therefore successful.
Another soft drink advertisment that we looked at were the billboards for Fanta. Similar to Coca Cola, they use a consistent colour scheme. The primarily advertised colour for Fanta is orange, which reflects the flavour of the drink. This correlation was useful to take into account for the PhizzWizzard campaign, in making it rememberal. This is because it is detailed in the client brief that the colour of the drink is red and that the flavour is 'Strawberry Laces'. This meant that the same method of marketing used by Fanta, in relation to their emphasis on flavour through the use of colour, inspired the PhizzWizzard campaign to follow a red, pink and purple colour scheme in order to remble the flavour of the beverage.
To add, inspiration was also taken from Fanta due their consistancy with regard to the fonts used. The text (e.g. slogans) presented on Fanta billboards matches the font of the logo for the brand. This creates emphasis on the name of the product, as well as creating a consistant appearance throughout their campaigns. This was incorporated into the PhizzWizzard campaign when using the same font as the logo for the slogan, on the billboard - this font was called Fabfelt.
Aside from conducting research into competitiors during the pre-production of the PhizzWizzard campaign, JT&T Productions also created materials which enabled us to plan the campaign and ensure that designs and elements are clearly defined.
The pre-production materials produced and used to plan the campaign include the following:
Moodboard:
Creating a moodboard was an initial starting point for the project, in gathering ideas for the PhizzWizzard campaign. This enabled the production team to identify the main themes and elements that were going to be used throughout the components (e.g. the colour schemes, images, etc.).
Visualisation Diagrams:
Creating visualisation diagrams was useful in planning the layout and format of the print advertisments (the billboard and magazine advert). The diagrams were used as reference throughout the production of these components, which was most effective as it ensured that initial ideas could be developed, creating an overall aesthetically pleasing product.
Storyboard:
The storyboard was most effective and important in providing guidence for the production of the video advertisement. This enabled the project team to be better organised during the production of the video as it provided guidence regarding the positioning of props/characters and the shots used, as well as the duration of each scene/shot.
When creating an advertising campaign it is important that the codes and conventions are carefully selected to ensure that they are appropriate for the brand/company being marketed, and to ensure that they fit the themes. This is what increases the success of an advertising campaign.
Codes of a media product are the signs or symbols that form a meaning/purpose for the brand or business being advertised. For example, in relation to a video advertisement, the codes would involve the actions of the characters (e.g. drinking the PhizzWizzard beverage), the camera shots and angles used, the music and sound effects included in scenes, and so on. The conventions within an advertising campaign involve the mediums and methods used to advertise a product. Conventions are always specific to the genre of a campaign, to form a strong and identifiable correlation, which ensures that the methods used to market a product appropriately relate to the brands themes. Conventions relate to the codes of a media product, as conventions involve the way in which codes are presented.
For this task, I will be discussing and explaining the codes and conventions of the PhizzWizzard advertising campaign that was created by JT&T Productions (of which I was involved in). The methods used to market PhizzWizzard are as followed:
- Video Advertisement
- Magazine Advertisement
- Billboard
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| (Source: Google Images) |
The video advert created as part of the PhizzWizzard advertising campaign included many codes and convention's to fit the upbeat, retro, 1990s theme. This ensured that the campaign fitted the brands image, as well as successfully target the desired demographics.
The first convention that I am going to discuss, regarding of the video advert, is the location of where it was filmed and set. The advertisement was filmed in The Cuckoo Club, which is a nightclub situated in London. The main reason as to why it was decided that the advert would be filmed in this location, was due to how it would likely attract audiences within the older demographic (ages 18+ and 30+ years). This is because audiences of an older age (legally, over 18) tend to venture out to nightclubs, meaning that the older audiences watching the advertisement will be able to identify a familiarity with their lifestyles, making the advert easy for viewers to associate and relate to themselves. This ultimately results in the personal interests of the target audience being acknowledged and included, making it likely to gain attention and become rememberal for viewers, which therefore ensures that the video advert can attract an audience, resulting in a successful campaign.
As the advert was filmed in a location which can only legally grant access to over 18's, it was important to ensure that ethical issues were avoided, and that the codes and conventions regarding the younger target audience (13-18 year old's) were considered and maintained. Ways in which this was done involved ensuring that the talent included in the video were all over the age of 18, but still young enough to appeal to and attract a younger target audience. We (JT&T Productions) also ensured that language used was appropriate (e.g no explicit language) with both the script and music used. Furthermore, despite the advert being filmed in a location that sells alcohol, we made sure to avoid any focus on alcoholic products/beverages, not only to remain ethical, but to also ensure that the primary focus was on the PhizzWizzard drink.
Another reason as to why The Cuckoo Club was deemed a good location to film the advert was due to the interior of the nightclub. The furniture consisted of a shabby-chic, classy and modern theme making the appearance of the location aesthetically pleasing for members of the target audience to view. To add, the lighting and colour scheme within The Cuckoo Club was vibrant, which ensured an upbeat atmosphere could be formed, further adding to the fun and happy theme of the video which is likely to attract an audience. The colours also fit the colour scheme of the PhizzWizzard beverage, ensuring the brand image could be maintained. This was due to the bright pink and purple tones which accurately match the packaging of the drink, as well as form connotations regarding the 'strawberry laces' flavour. This ensured that consistancy was maintained throughout the campaign, especially in relation to the other marketing materials used as they consisted of a similar colour scheme. |
| (Source: Google Images) |
 |
| (Source: Google Images) |
 |
| (Source: Google Images) |
We decided to ensure that those acting in the video followed this dress code. Incorporating the fashion trends of this time period, we could ensure that audiences who fell within the older demographic, could be reminded of what they once wore and easily recognise the fashion, due to its popularity during the 90s - making it likely to be recognised by viewers of this category. This creates nostalgia for the viewers, further increasing the likelihood that they will enjoy the advert and buy the product. 
On the topic of costumes used in this advert, it was also vitally important that characters could be clearly distinguished from eachother and into their roles. The bartender in the advertisment had to be clearly presented as a proffessional so that those watching did not get confused regarding the characters role/place. In order to ensure confusions could be minimised, the actor who performed the role of the bartender was formally presented, wearing a shirt and tie, to ensure the easy assumption could be made that this character was not apart of the group of young adults, in this case, the customers. 
To add, some of the most important conventions included in this advert involve the slogan and logos being clearly presented for viewers to see and recognise. It is vital that these were clearly presented to ensure that brand awareness and recognition was formed and likely to be increased, as well being sure to clearly market the brand and name of the product.
The slogan in itself "A Magical Phizz" puts emphasis on the products name, as it spells the word fizz as "Phizz" which is exactly as the brand spells it. This not only relates to the brand, but also forms a play on words, due to the term "magical" being used. This relates to the name of the brand which includes the word "Wizzard". By using a slogan that includes the word magical, it is further relating to the name of the product which makes the slogan more effective and catchy, as magic is commonly assosiated with wizards.
The Magazine Advertisement & Billboard:
To ensure that there was consistancy regarding the, codes and conventions, throughout both the magazine advert and the billboard, our group ensured to design both marketing materials with the same/simular features and elements, as well as themes.
One example of this involves making the image of the product the main focus. This was achieved by ensuring the size of the product was large, as well as using the same sun beam effect behind the image of the PhizzWizzard drink in both marketing materials, also creating consistancy regarding the theme.
On the topic of the image of the product, it was also decided that it would be presented, in both the magazine advert and the billboard, as wrapped in the original PhizzWizzard packaging. This ensures that the appearance of the beverage can be recognised by the target audience, which will create brand recognition and make individuals more intrigued to purchasing the drink if they recognise it in a shop - resulting in sales of Carter Soft Drinks ltd increasing which would positively reflect on JT&T Productions as it would indicate that the campaign was successful.
Social media logos and website links were also prominant in the design of both the billboard and magazine advert. This was included to primarily target the younger target audience (13-18 year olds), as they are more technologically advanced and active on social media, meaning that they will be more likely to use their platforms"#AMagicalPhizz" and further promote PhizzWizzard.
In relation to other codes and conventions, the PhizzWizzard logo was boldly presented on both marketing materials. This was achieved by ensuring the background was lighter than the logo to ensure that the PhizzWizzard logo contrasted against the background, and was easy to read - which was vital in ensuring that those passing the billboard could clearly read it, and so that it stood out to individuals flicking through a magazine. Furthermore, to increase the emphasis on the logo, and to ensure it was seperated from other content, the flavour of the drink (Strawberry Laces), was presented in a lighter tone to make it easy for readers to distinguish from the logo and still be able to read it against the background.
The price of the PhizzWizzard beverage was not included on the billboard as we did not want to put too much content on the billboard, mainly due to the unlikely chance that those passing the billboard will stop to take a closer and more in-depth look. We also did not want the billboard to appear too crowded as it would result in the aesthetic of the advert being ruined. As a result of this decision, the price was only presented on the magazine advert - which is appropriate as it is likely that those viewing it will have more time to view the advert.
On the magazine advert, it was decided to not include the slogan in the 'Fabfelt' font, and instead as a hashtag in a simplistic yet bold 'Arial' font. This was due to individuals, looking at the magazine advert, and as earlier specified, being more likely to have a greater amount of time to take in the content, as they would unlikely be on-the-go.
This varies fron the billboard advert as it will be in a central and busy location were people will be frequently passing by and unable to view it for too long. Instead, we decided to focus more on added elements to further create an aesthetically pleasing magazine advert, and, to promote the product by making it look appealing.
The main way in which the magazine advert was presented to appear appealing and emphasised, was by including the image of the product emerging through clouds. This fits the 'magical' theme of the campaign as it shows the canned product levetating through clouds. This also connotes heaven, which could make the target audience associate the beverage with being 'heavenly', further increasing the appeal for PhizzWizzard.Inspiration From Pre-Existing Campaigns:
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| (Source: Google Images) |
As the client brief outlined that the campaign should go viral, it was important to identify how Coca Cola make their adverts viral. From their "Share A Coke" campaign it was evident that social media was a great focus, with the use of hashtags ("#ShareACoke"). This drove the decision to include a hashtag on all the marketing materials produced, to ensure it encouraged target audiences to share it on social media. Inspiration was also drawn from Coca Cola's ability to create high brand recognition due to their use of vibrant and bold colours/fonts, as well as ensuring that the themes and colour schemes are consistant throughout all of their advertising materials.
 |
| (Source: Google Images) |
To add, it is evident from looking at various Coca Cola advertisments, they regularily focus on their product by presenting a large image of their beverage. Inspiration was taken from this for the PhizzWizzard campaign by ensuring that images of the product are consistantly presented to a large-scale and emphasised throughout the advertising materials.
 |
| (Source: Youtube) |
Product placement of Coca Cola's drink was also widely prominant throughout the advert, as the image of the branded beverage was frequently and clearly presented in scenes. This was important to familiarise audiences with the appearance of the product, ensuring it is therefore recognisable - increasing brand recognition. This was done in the PhizzWizzard video advertisment when the bartender handed the characters the drink, and in a close-up shot of the drink being poured. |
| (Source: Youtube) |
Inspiration was derived from this scene in the Coca Cola advert, as it was concluded that having a shot of a character drinking and enjoying the beverage would make viewers more intrigued to try the beverage themselves, which would boost the sales of Carter Soft Drinks Ltd, resulting in the advertising campaign successfully marketing the PhizzWizzard product.Finally, another element of inspiration that was taken from Coca Cola's video advertisment, was how they included their logo and slogan at the end of the video. We also decided to do this at the end of the PhizzWizzard video as it ensured that the advert would end with the slogan and logo being clearly presented,making it the last image that viewers would see. As a result, this creates a rememberal effect, making the advertisement more likely to be remebered by those who watch it - overal making it more effective and therefore successful.
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(Source: Youtube) |
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| (Source: Google Images) |
 |
| (Source: Google Images) |
Aside from conducting research into competitiors during the pre-production of the PhizzWizzard campaign, JT&T Productions also created materials which enabled us to plan the campaign and ensure that designs and elements are clearly defined.
The pre-production materials produced and used to plan the campaign include the following:
Moodboard:
Creating a moodboard was an initial starting point for the project, in gathering ideas for the PhizzWizzard campaign. This enabled the production team to identify the main themes and elements that were going to be used throughout the components (e.g. the colour schemes, images, etc.).
Visualisation Diagrams:
Creating visualisation diagrams was useful in planning the layout and format of the print advertisments (the billboard and magazine advert). The diagrams were used as reference throughout the production of these components, which was most effective as it ensured that initial ideas could be developed, creating an overall aesthetically pleasing product.
The storyboard was most effective and important in providing guidence for the production of the video advertisement. This enabled the project team to be better organised during the production of the video as it provided guidence regarding the positioning of props/characters and the shots used, as well as the duration of each scene/shot.
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