10.My planning evidence

In order to establish a successful production process, I have ensured that my planning process is very detailed by presenting my ideas visually and organising my production procedure clearly. 

Firstly, I created four flat plans of each print advert, this was my first step in planning as it allowed me to visually locate where each feature would be placed and whether I was going to subvert any traditional conventions of print adverts. 

1. Nightclub/Disco print advert                                      2. Youth liberation print advert

3. Pirates of the Caribbean print advert                              4. Mexican wave print advert

I have already created four mock- ups which have been shown in my post 1. This helped me to see what the print adverts would potentially look like and also allowed me to notice any clash of colours and make small changes, such as the colour of the font. 

In order for me and my models to be prepared both before and during the production process, I created a simple table consisting of the cast list, costumes list, hair and makeup list and any essential details for the day of their shoot. Each model received an individual copy tailored with only their involvement in the shoot(s), thus making it easier for them to comprehend the details given. The table is clearly designed and will make the production process much easier for me. 

In addition to this, I also composed a costume, hair and make up visual spider diagram to illustrate my initial ideas of the costumes. Furthermore, all the makeup references were sent to each of the models individually.

Here is my design of my deodorant bottle and the reasons for my decisions.

















I also created a shot list which included the shot number, the specified print advert, the cast involved, the shot type and the location. This will help make the production process easier as I will know exactly what type of shot I wish to produce at each shoot with the various models involved.

I composed a risk assessment and location report in order to prevent any harm both in and out of the studio, this will make me more aware of the risks and make sure that my models are safe whilst shooting. 


For my first advert (Youth Liberation), the background will be a black to white gradient. For my second advert (Pirates of the Caribbean), the background was in central London, near Southbank. There were many tourists around, however, I waited until my location was quiet to capture the best images. Furthermore, I had previously checked the weather forecast and I went on a day where there were blue skies. For my third advert (disco), the location was at a nightclub called ‘Prism’ in Nottingham. I asked the permission of those in the background before obtaining the photo and ensured that no one was walking in the frame of my photo. My last advert (Mexican wave) was obtained on school grounds. I ensured that no students were in my shot as I captured the shot in my free periods on a sunny day. Furthermore, in the Media studio at school, I ensured that the models were safe by making sure they did not go over the white line on the backdrop to prevent any harm. In addition, all models were to walk very carefully in the studio to prevent any kit from being damaged. 

My location photos:

9. The practicalities of filming/ recording/ photographing: when and where production will take place and who with.

I have made a table which explains when, where and with whom photographing will take place with vague references to make up and costumes. 

8.The planning I intend to complete in order to ensure a successful outcome for my production

In order to produce four successful print adverts, I will ensure that I follow these planning procedures in order to obtain the best results: 

• Flat plan - (completed - 20/01/18) I created a full-sized page plan for each of my adverts which shows the layout of each one. 
• Mockup - (completed- 31/01/18) this is essentially a prototype of my print adverts which have been featured in my first post. 
• Costume, hair, and make-up visual references -  I intend to collate my costume, hair, and makeup visual references on a spider diagram in order to compare and contrast them for each advert. (completed 20/02/18)
• Brand name design - logo, pack-shot - I have made a rough draft of this as featured on my mockups, however, I will develop the design in further detail and make the pack shot look more attractive and professional. 
• Location photos - During the half term, I intend on taking shots of the locations featuring in my print adverts in order to decipher whether they are of excellent standard and quality. (25/02/18)
• Risk assessment -  I intend to create a risk assessment in order to be aware of any threats/dangers which may occur. (completed 25/02/18)
• Location report - I intend to produce a location report and explain my production possibilities with the space involved. (completed 25/02/18)
• Cast and costumes list - I intend to create a cast and costumes list and this will also be given to my cast so that they know what to wear and when. (completed 20/02/18)
• Shot list -  I intend to create a shot list in order to identify the type of shots which I shall do. (completed 18/02/18)
• Shoot schedule - This will be combined with my cast and costumes list so that both myself and the models are organised for production. (completed 20/02/18)

7. My Statement of Intent

Here is my statement of intent which I completed on the 6th February. 

6. What I have learnt about industry in relation to television or print advertising and how I intend to use this knowledge and understanding to ensure my production is appropriate to the media industry context of the set brief I have chosen.

 

Firstly, I researched who the ASA are which provided me with a background of the company and I explored the ASA rules in correspondence to Non-broadcast advertising, specifically print, which has enabled me to plan and produce print adverts which legally abides to these rules. 

Who are the ASA?

The Advertising Standards Authority is the UK’s independent advertising regulator. Furthermore, the ASA describe themselves as "the independent body that endorses and administers the Code, ensuring that the self-regulatory system works in the public interest. The ASA's activities include investigating and ruling on complaints and conducting research. The UK Code of Non-Broadcast Advertising and Direct & Promotional Marketing is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications (marketing communications)". 

The main rules of the ASA in connection to print:

Summary of ASA rule	How this has helped and advanced my knowledge
1.     Rules relating to social responsibility; legality and fair competition. It also spells out that the ASA applies the Code in the spirit, as well as the letter.	Marketing communications should be legal, decent and honest. This ensures that my advert will be prepared with the responsibility to consumers and society as my deodorant print advert will not portray any false ideas.
2.     Rules about making sure material are clearly identifiable as marketing communications/advertisements / advertorials.	My marketing communications will be obviously identifiable.
3.     A key and an extensive section of the Code, containing rules such as substantiation (evidence to prove claims); pricing; the use of the word ‘free’; availability of products, comparisons, testimonials and more.	My marketing communications will not materially mislead or be likely to do so.
4.     Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to shock tactics, unsafe practices and photosensitive epilepsy	My print advert will consider the prevailing standards in society and will minimise the risk of causing harm/offence as it will encapsulate the product positively. Furthermore, health conditions and procedures will be taken into account before shooting, to avoid any unsafe practices.
5.     Rules about depicting members of the public; referring to people with a public profile; implying endorsement and the Royal Family.	My print advert will not unfairly portray or refer to anyone in an adverse or offensive way. My male and female demographic profile is aged between 16-25, therefore I will be using 16-year-old models and portray them truthfully and expertly.
6.     Clarification of when the Code applies to political advertisements.	I will not be including political claims in my marketing communications, whenever published or distributed, whose principal function is to influence voters in a local, regional, national or international election or referendum as these are exempt from the Code and do not apply to the context of my print advert.
7.     An important section about promotions (e.g. competitions, prize draws, instant wins, front page flashes, charity promotions etc) and incentive schemes. The rules cover the administration of the promotion, as well as the publicity.	I will not be including any promotions with prizes on my print advert.
8.     A high level of scrutiny is applied to marketing communications for such products or treatments. These rules cover evidence levels (very high levels needed for medicinal claims); suitable qualifications for those claiming to treat; medicines rules; herbal and homeopathic product rules; cosmetics and hair growth/loss.	Any objective claims made in my print advert will be backed by evidence.
9.  A crucial section for anyone doing direct marketing and collecting or using customer information. Covers consent (opt in and opt out), retention of information and suppression requests.	My marketing communications will comply with all relevant data protection legislation.

I have marked in bold all critical details of the ASA rules to help me process the key information and I have also highlighted the specific ASA rules which clearly apply to my print advert, this will help me when completing the print advert.

In order to reconsolidate my understanding of the ASA non-broadcast codes on print adverts, I have annotated two adverts; one which conforms to the ASA codes and one which subverts the ASA codes, this will aid me to produce the print advert successfully as I will know what to and what not to include as a result. 

1.    1.  NHS smoking advertisement that received 774 complaints, upheld.

How this advert helped me to plan my print advert successfully:

·       -I will make sure that I do not portray my target audience in a negative manner which may cause widespread offence

·       -I will ensure that I contain suitable images which are not frightening or distressing to viewers of all ages

·       -I will ensure that the target audience of my advert is clear through the images that I portray

·       My print advert will not portray the models in an untrue or adverse way

2.     2.Schusev State Museum of Architecture, Discover the full story advertisement, voted one of the best adverts in 2013

How this advert has helped me to plan my print advert successfully:
- I will ensure that my target audience is clearly identified in my print advert
- I will ensure that my print advert does not cause harm/widespread offence and is innovative and imaginative and creates a sense of escapism for my target audience. 

- I will ensure that my print advert portrays the product positively and not materially misleads the target audience, as exemplified by the metaphorical perspectives of the museum in this print advert. 

- I will ensure that I include flattering images of my product which are legal, decent and honest. 

Total Film Magazine  

As specified in the brief, the adverts 'are to be placed in Total Film magazine' and the content should match the location.  

Total Film magazine is a very popular UK film magazine, which is published 13 times a year. It offers cinema, DVD and Blu ray news, reviews and features. With 75% of the audience being male, I will select quotes from mostly male films in order to engage with the target audience. The dedicated film goers/enthusiasts are men and women aged between 18-35 which overlaps with the target audience of 16-25 for the wave adverts. 

The target audience of Total Film magazine enjoy sharing their knowledge about films and want to know the latest news on Hollywood Blockbusters, stars and new releases. Total Film features major blockbusters - large franchises with star actors and features films a long time before the release date. Furthermore, Total Film magazine tries to highlight British films/ British industry talent, this is evidenced through the themed advert of 'Pirates of the Caribbean'. 

As evidenced by the image above Total Film magazine exhibits use of full bleed cover images, matching text colours to the image, bold fonts and bright colours which make it eye-catching. Therefore, when producing my adverts, I will ensure that I include all of these characteristics in order to mirror the Total Film Magazine.  

5. What I have learnt about the representation of events, issues, individuals and social groups in print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate meaning successfully.

Firstly, as my client target audience is aged between 16-25, I will specifically focus on how youths, ethnicity and gender are portrayed in print adverts, whilst taking into consideration that the main target audience of Total Film magazine is aged between 18-35. I analysed two different print adverts to further my understanding of how youths are represented and talked about how this social identity will be portrayed in my print advert. 

1. Asics 'Its a big world' advert 

2. Levi's engineered jeans advert 

How this analysis has helped me?
When I am creating my print adverts, I will ensure that I include models which are aged between 16 and 17, however look older, thus mirroring my demographics of the target audience of the product. Furthermore, I will include diverse models from a range of ethnic backgrounds, as this was not very prominent in the two print adverts above. In addition, I will be using a mixture of conformities and subversions to gender roles in my print adverts, for example, in my mermaid advert, this will exemplify a suggestive woman and a pirate supporting her. 

4. What I have learnt about the content and appeal of print adverts and how I intend to demonstrate this knowledge and understanding in my production in order to communicate successfully with the target audience.

Firstly I researched the uses and gratification theory which was developed by Bulmer and Katz, in which I made a mind map of the main ideas. In addition, I analysed two print adverts on the content and audience appeal and contrasted them to enhance my understanding of how to successfully communicate this in my print advert.

The uses and gratifications theory

This theory is a popular approach to understanding mass communication. It assumes that members of the audience are not passive but take an active role in interpreting media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers’ gratification. 

How has this helped me?

·       This theory has helped me to explain the impact of advertising on an audience; therefore, when producing my print adverts, I will apply this theory and incorporate all four components to make my advertising successful.

As my print adverts are to be placed in Total Film magazine, my main target audience is dedicated film-goers and enthusiasts, therefore I analysed 2 film posters below as the content of my advert should reflect the Total Film magazine.  Whilst doing further research into the magazine, I found out that my target audience is 75% male, and both men and women are aged between 18-35 who read the magazine. Furthermore, Total Film Magazine tries to highlight British films/industry talent, therefore I have selected two British film posters to analyse. 

2. The King's speech film poster

2. Inception film poster 

How has this analysis helped me?

·       I will use enticing and eye-catching backgrounds to form a sense of escapism in my print advert.

·       I will allow the audience to relate to the advert and thus identify and compare themselves with the people in the advert 

·       I will inform and educate the target audience about my product in the advert, this could be by using key words such as ‘new’. 
    I will use film quotes to engage with the target audience and highlight the intertextuality