Jack McCausland
Jack McCausland
Photography, Graphic Design, Media
For this next task, I looked into advertising, how effective this can be, and how I can incoporate all this research to benefit the sales of my tea product.
I started by looking at popular TV commercials, to get a rough idea on timing, techniques, and common themes.
The most popular of them all, and the most anticipated one through out the whole year. Every year, just before christmas, John Lewis releases the killer TV commercials which strikes every heart that watches it. Year after year, John Lewis never fails to do this.
Their most recent advert - ManOnTheMoon at 2015 - was known for costing so much. John lewis spent a huge 7 Million pounds on this last TV commercial which - yes, would be here for a life time - but would only be shown on TV in the eveings during the couple of weeks at christmas time.
This proves how much companies are willing to pay to shoot and produce a decent advert.
The emotional impact this has on John Lewis's customers is huge, and the amount of customers and sales they make must be huge, especially during christmas time.
A TV commercial selling with emotional impact - whether it's positive or negative - can be hugely succesful. John lewis's range of adverts never fails to create a lump in the audiences throats every year at christmas time, but it is important to note that this is a positive emotional impact on the audience. Theres no suffering or death, it's all love and care.
On the other hand, emotional TV commercials where the main subject is negative, can be just as effective, but to a different type of audience, at a different time.
Adverts which are sadening in the negative way - such as charitable corse - have the aim of making the audience feel sorry for those in need, which will then hopefully make people donate, and help with the work the charity is doing.
Although these are two very different adverts promoting different corses / products, they both portray emotional advertising to it's best.
In terms of timings, TV ads can be anything to 30 seconds, to 3 minutes.
This all depends on what time of day it might be, what time of year it might be, what product or service it's advertising, and simply, who it's aimed at.
For example, in the evening, a company may show an advertisment which lasts longer and has some mature language in it, as this may be for adaults which stay up late.
When releasing an advertisment, and putting it on TV, the majority of the money that the company spends would be done would be researching about their audience type, when they watch tv, how long their attnetion span lasts for, what they're interested in, and what really grabs their attention. Research like this is essential when creating and launching an advert.
All these things should come together nicely, to produce asuccesful TV commercial.
When I come to create my advertisement, I'm not going to aim for it to be emotionally sad, as this is tea, and my product isn't something which should be advertsed in this way. I'm going to go for quite a basic advertisment, which would simple broadcast the product and the company.
I will hopefully use a range of media, such as graphics, videography, type, and music. I hope to create this in both adobe premiere pro and after effects. I will do most of the majority of putting together and structuring in premiere pro, and then save that to then open it up in after effects, and add graphics, logos, and texts to finish it all off.
I decided to make my advertisment roughly one minute long , as I think this is just right for a simple, small product, as anything above one minutes may be too long, and the people who are watching the TV at the time, might loose interest.
The equipment and software I used.
For the filming, I used a Nikon D5100, D7200, and iPhone 6S plus. I used these all at the highest frame rate possible to provide me with the capability to slow the footage right down, and capture stuff which would be able to be viewed on the video which you might not be able to see in real life.
In both cases, for Nikon cameras and iPhone, I used 1:1 macro lenses, which meant I could get up really close and get some atmospheric, abstract footage.
I used Adobe Premiere pro to put together and structure my footage all together, and then saved it as a MOV file, and went over to after effects to add graphics to it.