Web banner:
Magazine Adverts:
Thursday, 29 June 2017
Wednesday, 14 June 2017
LO3: Evaluation [Frazer]
Evaluation of Unit 20: Advertising:
For this unit me and my partner Oliver Fletcher were tasked with creating a media campaign for The Vintage Leather Company, a local business which creates clothing which is available for purchase all over the world. It was of up most importance that the pieces we created to advertise this company were made to a professional standard as that they would be viewed by people all over the world in order to create a first impression.I have attempted to justify all of the materials we have created below:
Advertising piece one: posters
The posters we have created for the Vintage leather company aim to demonstrate the urban and vintage themes of the brand in order to effectively target our audience. We did this by using models who are part of the audience, that being students and young professionals living ABC1 lifestyle. I feel that the poses as well as the settings that i chose for these photos perfectly reflect these themes.
If i was to create these again i feel that it would be be fit to create several different styles of advertisement in order to show that the brand can be presented in many different ways to the client. This would leave far more flexibility for our client to decide which of our pieces they feel is the best for representing their vision for the brand which they have created.
Advertising piece two: Web banners
When creating this pies of our campaign we had the vision of it being synergistic with the posters we had created previously. This ,we thaught, would help to make the brand stand out further due to t havng a clear and constant tyle which can be remembered. This would also help our target audace identify the brand and therefore buid up a subcouncus assosiation of correspod the look of the brand.
If we were to create this aain i feel like it would be very benifital to create them in muliple sides so that they would be accsessable across multaple platforms incluing the main banner on the vintage leather companys website.
Advertising piece three: stopmotion video.
When it was decided that i was in charge of creating the video for the advertisng project I put a great deal of thaught into how i would efectivly encasulate the target audince that i was trying to reach in the work i was doing. The first idea we had was to have a video where the bag is emptied at a resturant where the model who is wearing it (a member of the target audiance) would take out many items aimed to make light of the particualar subculture that the target audiance is assosiated with. This advert was to be humorous and after putting in a grat deal of thaught i decided that between the long time it would take to film and edit, the job of trying to gain access to an inner city cafe or resturant and the absance of any vintage iconography withi the idea it would be more approprate to create something more simplistc such as a stop motion video.
Stopmotion was the very first style of annimation ever to be used proffessonally. It consists of taking a large number of photographs of the subject of the piece moving it slightly each time in order to crate the illusio of the itam moving on its own when the images are played one after another individually. I decided that this would be a brilliant way of creating the advertisment due to the simplicity of creating it as well as the vintage connotation it carrys with it.
If i had the oppertunity i would have created both advertisments however and decide on which one was better when they were finished by presenting them to the client. As well as this i feel like the images within our stopmotion advertisment were not perfect at creating the vintage theme that the company wants to be known for.
Adverting
Tuesday, 13 June 2017
LO3: Codes and conventions of The ASA and Ofcom [Frazer]
The ASA:
The ASA have many rules in place in terms of broadcasting advertisements laid out in the CAP Codes. This campaign would have to make certain that none of these codes are broken in the categories of:- Misleading advertising
- Privacy
Privacy:
As that the simplest of these issues is privacy i will begin with this. This ruling relates directly to people appearing within advertising materials (models etc.) and the distribution of their image. However it is also of vital importance that no advertising materials are distributed to the public with members of the public (who were not asked for permission) appearing in them. Therefore in order to solve this issue we will first take the provision of only taking photographs in places where there is unlikely to be large amounts of people due to them being relatively isolated, all the models who we ask to be in our advertising materials will also be provided with a release and consent form to sign before any photography takes place in order to ensure the legality of their image being used in the materials being produced and any members of the public who do by accident end up being in our advertising materials will have their faces blurred out in order to ensure their image is not used illegally.
Misleading advertising:
The subject of misleading advertising is far ore complex and therefore will require much more deliberation over the course of the project. The main thing that it is vital to keep in mind for this is that we are not putting out any statements about the product we are advertising forexample the bag possessing quality it clearly does not and other blatantly untrue remarks. We will also ensure that the pieces we make will not give any inaccurate representations of the product.
OfCom:
The office of communications (OfCom) also have a list of their own codes in relation to advertisements that will be presented via the Internet in order to be suitable for consumption by an audience.
After reviewing the codes that this organisation enforces via the communications act of 2003 I have decided that the advertisements we have made must not contain anything blatently inapropriate such as violance, drug use or sexual themes due to the fact that it will be due to the fact that it will be approprate for all age groups and therefore suitable for mass advertisng via public distrobution.
Monday, 12 June 2017
Monday, 5 June 2017
LO2: Treatment [Frazer]
·
A short
video featuring the bags.
3) Distribution
systems for the advertising campaign:
The video advert would be shown on the social media pages,
which would also contain pictures of the products that the company makes taken
by us.
4) Roles and
responsibilities.
Frazer
Production schedule (and other pre production)
Media planning
Advertising and editorial photography.
Social Media Strategist
Researcher.
Oliver
Creative services and production (Utilisation of Adobe Creative Suite)
Cinematography
Creative
director
5) Deadlines and
milestones:
The first part of our advertising campaign must be completed by the first of February 2017. For this we will be completing our poster as that that is the piece that we can have completed to a professional standard first
6) Key messages.
As that The Vintage Leather Bag company creates products which cost a lot of money it is important that within our campaign we make sure to portray the bags as built to last and strong. As well as this we should push messages such as "hand stitched" to make the audience see the bags as quality products.
7) Themes and ideas:
Within our campaign we want to portray the message that the
bags that the company produce are strong, durable and will last a long time. We
will also put more emphasis on the 100% satisfaction guarantee. We want the main themes of our campagn to be adventure an city living.
Logo:
 |
| Our Updated Vintage Leather Bag Company Logo. |
 |
| The Existing Vintage Leather Bag Company Logo. |
LO2: Evaluation of brief [Frazer]
The Brief for our advertising project is as follows:
Taking the brief piece by piece we can more accurately put together what kind of campaign we need to make:
Brief: The vintage leather company designs and imports leather accessories for the fashion market in the UK. Until recently their outlet through the website was their only method of attracting sales. The company wants to revitalise its image and sales figures by developing a new multi media campaign for their products.
From this I can see that it will be important to take into account the designs of other brands when creating one for the vintage Leather company.This is of such vital importance as that it is also stated here that "Until recently their outlet through the website was their only method of attracting sales." This line implies that the company relays heavily on their website and therefore need a look that will attract this type of Target audience.
I have therefore decided to use the styles of other websites and the way they appeal to their target audience in order to make targets for the Vintage leather Company's website and how we will edit it in order to make them appeal to their audience in the same ways that these companies attempt to do it. The companies i have chosen are "Levi's", "Converse" and a direct competitor to our company that being "The Leather Satchel Co."
There are a few things that can be determined from looking at the websites above compared to the vintage leather bag's company website. Firstly all of the other websites have their logos small in the top left corner so that it is the first thing that a visitor sees therefor the Vintage Leather companies website should do the same as to adhere with the conventions of this type of website. As well as this (aside from Levi's) the other websites all use a piece of iconography in their logos as can be seen below.
The leather satchel company has also chosen to include iconography for their product (in this case being a needle which would be used to stitch a bag together) for their logo. Again they have done this by making it a part of the logo and tab icon for the website. The use of iconography in order to make the vintage leather company's assets more like those of other companies is defiantly something we should consider when creating the new logo as well as posters, Web banners and video as that this should help to "revitalise its image."
The next part of the brief states: Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product.
There are several things that should be taken from this paragraph of the brief as that this is where the majority of our audience information is found.
Extracting this information we can get all the information we find the below information on our audience:
The designs we make for this new advertising campaign must make sure to put an emphasis on the funtonality of this product. We therefore should use images of it in use to show that it is not a weak or easily broken piece of apparel.
Briefing document: The Vintage Leather Company
Brief: The vintage leather company designs and imports
leather accessories for the fashion market in the UK. Until recently their
outlet through the website was their only method of attracting sales. The company wants to revitalise its image and
sales figures by developing a new multi media campaign for their products.
Ideally the campaign will attract 17-30 year olds from the
ABC1 grouping in both genders. The
campaign will focus on the product as a fashionable yet functional range for
young professionals and students. Due to the high value of the product the
campaign designed should reflect this quality of the product.
Links to the website and all social media should be present.
Brief: The vintage leather company designs and imports leather accessories for the fashion market in the UK. Until recently their outlet through the website was their only method of attracting sales. The company wants to revitalise its image and sales figures by developing a new multi media campaign for their products.
From this I can see that it will be important to take into account the designs of other brands when creating one for the vintage Leather company.This is of such vital importance as that it is also stated here that "Until recently their outlet through the website was their only method of attracting sales." This line implies that the company relays heavily on their website and therefore need a look that will attract this type of Target audience.
I have therefore decided to use the styles of other websites and the way they appeal to their target audience in order to make targets for the Vintage leather Company's website and how we will edit it in order to make them appeal to their audience in the same ways that these companies attempt to do it. The companies i have chosen are "Levi's", "Converse" and a direct competitor to our company that being "The Leather Satchel Co."
 |
| The Home page of the Levi's website |
 |
| The home screen of the converse website. |
 |
| The Home screen of the The Leather Satchel Co |
 |
| The Homescreen of our client's Vintage Leather Bag website. |
There are a few things that can be determined from looking at the websites above compared to the vintage leather bag's company website. Firstly all of the other websites have their logos small in the top left corner so that it is the first thing that a visitor sees therefor the Vintage Leather companies website should do the same as to adhere with the conventions of this type of website. As well as this (aside from Levi's) the other websites all use a piece of iconography in their logos as can be seen below.
 | |
| As can be seen here the Converse logo uses a star which is also featured on their products. |
 | ||
| The star can also be seen on the tab icon for the Converse website and the other logo employed by the site. |
 |
The next part of the brief states: Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product.
There are several things that should be taken from this paragraph of the brief as that this is where the majority of our audience information is found.
Extracting this information we can get all the information we find the below information on our audience:
- They are between 16-30 so therefore are either a student or are in their early working life.
- They can be a member of either gender and therefore the website must appeal to both
- They are within the ABC1 group and therefore have a high amount of disposable income which they can use to purchase products such as the bag this website is selling.
LO2: Material Analysis [Frazer]
Initial ideas and plans:
[put this at the top]Leather Bag Stop-motion Write up.
On Wednesday the 15th of March I will create a stop motion video to advertise the vintage leather bag company. This will be the second large piece of media for our campaign.
I will attempt to create a product that suits the brief as well as I can and therefore here I will write up some of the characteristics that the advert will possess.
Firstly here is an equipment list for the advert:
2x Vintage Leather Bags (one satchel and one rucksack)
1x DSLR camera
1x Camera slider
1x Remote shutter
1x pair of headphones
1x pens
1x notebook
1x pair of sunglasses and glasses case
1x Amazon Kindle
1x Ball of yarn
2x soft box lights
4x Floorboards (For scene floor)
The reason that I will have items such as headphones, pens, notebooks and the Amazon Kindle for the advert is to try and appeal to the brief more. As can be seen where the brief sets our target audience. "Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product." the items i have selected here should appeal to the Young professionals and students who have been sighted as a target demographic for the campaign.
Our advert is to be inspired by advertisements such as these
https://www.youtube.com/watch?v=nP0cSnJDYWE
https://www.youtube.com/watch?v=VI1xvY-_9Ls
I want to make the advert so that it shows the strong features of the bag that the website emphasises such as the
- Clips
- stitching
- Pockets
- shoulder pads
- handles
this should therefore be a video that will attract the audience we desire as well as satisfy the client who have asked us to create it.
The video will open with a close up of the bag which will then transition to track backwards and then the bag will do a 360 spin and then will fall to one side. The items i have listed above will then come into frame and appear to move by themselves into the bag filling it up. Following this the bag will stand up face the camera again, move to the far left of the shot and the other bag will crawl onto the frame, joining it. Finally the logo will appear ending the advertisement.
In terms of music that will be used in the video we need to be very selective as that the music needs to be both in sync with the up beat style of the style of advertising that being stop motion, a basic style of animation that is usually used to connote simplicity and Cheerfulness. As well as this we must ensure that the music fits in with the vintage feel of the brand as a whole.
[put this at the top]
After doing this i went through the video frame by frame and deleted the duplicates in order to make it run more smoothly and by extension be a more proffesonal product. As well as this i edited out some framed which contained shadows and fingers.
The link to the unfinished cut of the advertisment is below.
https://youtu.be/OC5eTuUk21U
I intend to alter this cut however, by inserting shots from the overhead view of the bag that I have taken. This will make the videov more interesting when also accompanyed with the music that i also intend to add.
In order to add music to the advertisement I browsed several royalty free music sites (as that music which contained copyright protection would be unavailable to me) searching for music that fits the target demographic that we have chosen for our campaign. Therefore I needed music that was not overly electronic or relied on instruments that were not yet available in the time period people characterise as vintage (such as synthesisers or electric guitars.)
Eventually I decided on a piece of music titled "retro soul" which I feel suits the vintage theme of the brand as well as being upbeat enough to be used in an advertisement (as that an advertisement should always seek to make the potential buyer feel positive.)
I have linked the website where I downloaded the music below as well as an initial draft of the advertisement using the piece including the music that I created to visualise how the piece would appear with the music. Please note that I have not edited the audio here therefore it is far longer than it should be. Where the screen cuts to black would be where the advert ends.
http://www.bensound.com/royalty-free-music/track/retro-soul
A draft of the advertisment with the music (Note I have not begun editing the audio at this point so the video is far longer than it should be.)
After deciding on this piece of music I decided that it would be appropriate to create the ending of the advertisement. For this I decided that it would look best if the individual pieces of the logo created for our campaign appeared 0on screen. I therefore decided that the best thing to do would be to insert it into premiere as individual layers and make one or more appear on each beat of the song.
 |
| This section of the video is where the logo appears. each pink bar is a new PNG of part of the logo and the reason that they are all different lengths is so that they fit on each guitar strum at the end of the music peice I have used. |
After trying this however I decided that the point in the audio that the advertisement ended on did not make for a satisfying conclusion. Therefore after listening to the track several more times I decided that it would sound best if I cut the audio when the text starts to appear so that the sound heard after that would be the more mellow part of the track which begins at 46 seconds. I then crossfaded the tracks together to make it appear as a more natural transition.
After this I decided to add the shots we took from the other camera angle. This would make the advert less mundane and therefore will engage more people as that it is seemingly more energetic.
The appropriate place to include the other camera angle would be where the bag falls onto its side and the items begin to move into the bag.
LO2: Legal and ethical [Frazer]
Legal and ethical issues when creating an advertising campaign:
As with all media projects that will be distributed to a large audience it is very important that many legal standards are adhered to. There are 4 important categories in law that we had to be very careful that we didn't violate. these were as follows:
1. Copyright law
2. laws of contempt
3. Libel Law
4. Data Protection
Legal:
The Copyright, designs and patents act states (for artistic works):
4 Artistic works.
(1)In this Part “artistic work” means—
(a)a graphic work, photograph, sculpture or collage, irrespective of artistic quality,
(b)a work of architecture being a building or a model for a building, or
(c)a work of artistic craftsmanship.
(2)In this Part—
“building” includes any fixed structure, and a part of a building or fixed structure;
“graphic work” includes—
(a)any painting, drawing, diagram, map, chart or plan, and
(b)any engraving, etching, lithograph, woodcut or similar work;
“photograph” means a recording of light or other radiation on any medium on which an image is produced or from which an image may by any means be produced, and which is not part of a film;
“sculpture” includes a cast or model made for purposes of sculpture.
This work would likely fit into the graphic works section. this meant that all of the posters needed to adhere to UK copyright law. This meant several things within the production stages.It was important that the posters contained no recognisable assets of other businesses than the vintage leather company including logos, images and slogans. We decided that to better adapt to this limitation any Models appearing within the adverts would not wear branded clothing as not to break the law.
The Libel law and laws of contempt were unlikely to impact this project very much as that they both relate mainly to works which have large amounts of content regarding a particular person or legal proceeding. This simply meant that the posters needed to not containing demeaning information about somebodies character or biased information about a currently occurring legal proceeding.
Data protection is very important when creating a piece of advertising such as this as that we needed to ensue that none of the advertisements contained any information about anyone involved in their creation. This meant that we could not share the names of the models we used in the posters or the locations that the photos were taken or where they live/ go to school. In order to make certain that they were comfortable with the appearance that they did make we had them both sign release and consent agreements.
Ethical:
A very important part of the creation of these advertisements was representation. Therefore the creation of the advertisement was to have both a male and female model. This means that the add would not ostracise any potently customer through a lack of representation.
When in the process of creating a video to advertise the vintage leather company we had to ensure that it would be legal to distribute so that the company could do so after we had completed it.
After deliberation we decided that the easiest video type to produce (Legally) would be a stop motion where no people appear. This means that we wouldn't have to make models sign release and consent agreements or make sure they are wearing unbranded clothing.
Ethical:
this advertisment did not contain models like the other pieces we made did therefore there were far fewer ethical issues to worry about. We made sure that the piece didn't contain any offensive material to any gender, ethnicity or religious belief. Data protection would also only be an issue for the makers of the video and therefore not something that had to be actively worked on during production.
Advertisement Category three: Web Bannerr.
Legal:
These images were taken at the same time as the ones for the posters and therefore the same legal concerns had to be worried about. As well as this we had to ensure that that the web banners met the standards set by the ASA so that they would be fit to be distributed via companies that place web banners on websites we therefore made sure that there was nothing inappropriate of Offensive within them.
Ethical:
Again this is very similar to the print adverts. we have made sure that the images contain both a male an female model.
1. Copyright law
2. laws of contempt
3. Libel Law
4. Data Protection
Advertisement Category one: Print adverts
Legal:
The Copyright, designs and patents act states (for artistic works):
4 Artistic works.
(1)In this Part “artistic work” means—
(a)a graphic work, photograph, sculpture or collage, irrespective of artistic quality,
(b)a work of architecture being a building or a model for a building, or
(c)a work of artistic craftsmanship.
(2)In this Part—
“building” includes any fixed structure, and a part of a building or fixed structure;
“graphic work” includes—
(a)any painting, drawing, diagram, map, chart or plan, and
(b)any engraving, etching, lithograph, woodcut or similar work;
“photograph” means a recording of light or other radiation on any medium on which an image is produced or from which an image may by any means be produced, and which is not part of a film;
“sculpture” includes a cast or model made for purposes of sculpture.
This work would likely fit into the graphic works section. this meant that all of the posters needed to adhere to UK copyright law. This meant several things within the production stages.It was important that the posters contained no recognisable assets of other businesses than the vintage leather company including logos, images and slogans. We decided that to better adapt to this limitation any Models appearing within the adverts would not wear branded clothing as not to break the law.
The Libel law and laws of contempt were unlikely to impact this project very much as that they both relate mainly to works which have large amounts of content regarding a particular person or legal proceeding. This simply meant that the posters needed to not containing demeaning information about somebodies character or biased information about a currently occurring legal proceeding.
Data protection is very important when creating a piece of advertising such as this as that we needed to ensue that none of the advertisements contained any information about anyone involved in their creation. This meant that we could not share the names of the models we used in the posters or the locations that the photos were taken or where they live/ go to school. In order to make certain that they were comfortable with the appearance that they did make we had them both sign release and consent agreements.
Ethical:
A very important part of the creation of these advertisements was representation. Therefore the creation of the advertisement was to have both a male and female model. This means that the add would not ostracise any potently customer through a lack of representation.
Advertisement category two: Video.
Legal:When in the process of creating a video to advertise the vintage leather company we had to ensure that it would be legal to distribute so that the company could do so after we had completed it.
After deliberation we decided that the easiest video type to produce (Legally) would be a stop motion where no people appear. This means that we wouldn't have to make models sign release and consent agreements or make sure they are wearing unbranded clothing.
Ethical:
this advertisment did not contain models like the other pieces we made did therefore there were far fewer ethical issues to worry about. We made sure that the piece didn't contain any offensive material to any gender, ethnicity or religious belief. Data protection would also only be an issue for the makers of the video and therefore not something that had to be actively worked on during production.
Advertisement Category three: Web Bannerr. 
Legal:
These images were taken at the same time as the ones for the posters and therefore the same legal concerns had to be worried about. As well as this we had to ensure that that the web banners met the standards set by the ASA so that they would be fit to be distributed via companies that place web banners on websites we therefore made sure that there was nothing inappropriate of Offensive within them.
Ethical:
Again this is very similar to the print adverts. we have made sure that the images contain both a male an female model.
LO2: Location Recces [Frazer]
location scouting
Location one: hallam lane
I felt that this location was appropriate as that it is very good at connoting the urban themes that i wanted to connote with this advertising product due to the red brick walls and the graffiti. The location will work well for the advertisements.
Again this is a location very much in tune with Sheffield's urban history as that it has existed longer than much of the city. Today it is the site of a large piece of street art that i feel would look great for a project which must appeal to young people.
The Plug is a 1live music venue that hosts large acts in the city centre of Sheffield. I felt that this would be a good location to take photos for the advertising campaign that we were creating however i later decided it would be better if we created no photos in this area as that sing the brand could create copyright concerns.
I feel that these locations would be best for the photos we are taking as that they are good for displaying the whole Sheffield skyline and therefore portray the urban lifestyle we are trying to convey with this campaign.
Location 4: The peace gardens:
This area of inner city sheffield is located near both the university and many local offices. This makes it a very popular location for the students and young proffesonals to visit. I therefore decided that this would be a good spot for the vintage leather company to base its advertisments as that it would be reenforcement of familiar iconography which will reasure the audiance that the brand is legitamate.
Location one: hallam lane
I felt that this location was appropriate as that it is very good at connoting the urban themes that i wanted to connote with this advertising product due to the red brick walls and the graffiti. The location will work well for the advertisements.
Location 2: Cambridge street
Again this is a location very much in tune with Sheffield's urban history as that it has existed longer than much of the city. Today it is the site of a large piece of street art that i feel would look great for a project which must appeal to young people.
Location 3: The Plug
The Plug is a 1live music venue that hosts large acts in the city centre of Sheffield. I felt that this would be a good location to take photos for the advertising campaign that we were creating however i later decided it would be better if we created no photos in this area as that sing the brand could create copyright concerns.Location 4: Carpark and surrounding streets:
Location 4: The peace gardens:
This area of inner city sheffield is located near both the university and many local offices. This makes it a very popular location for the students and young proffesonals to visit. I therefore decided that this would be a good spot for the vintage leather company to base its advertisments as that it would be reenforcement of familiar iconography which will reasure the audiance that the brand is legitamate.
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