Unit 30 Advertisement Production for Television: Evidence for Task 2
26/9/17
Aim:
Apply production skills to create an advert.
Examine existing television ads to investigate persuasive
4 tasks
1. advert commentary (P1 M1 and D1)
gather, watch and collect as many adverts as possible
diverse adverts, advantages and disadvantages
commentary on advert
script and video is handed in as evidence
2. pre production pitch (P2 M2 and D2)
create an advert campaign for use around HK (i.e write essay, film, presentation)
develop potential ideas and have a written proposal you must log your progress
after half term is when evidence starts c
treatment, synopsis, film schedule, location, production schedule, storyboard, casting, risk assessment
3. (P3 M3 and D3)
filming the final idea
4. (P4 M4 and D4)
evaluation and reflection
Advert Ideas and inspiration:
https://www.youtube.com/watch?v=7TO208trnno
IDEA 1 ADVERTISE HK HOUSING
Film houses (such as my uncles because his house is really nice looking and my own house..maybe my brothers friends house too) and make them seem all nice and worth buying. Add graphics to it to make the advert sparkle.
IDEA 2 ADVERTISE AN OBJECT
IDEA 3 ADVERTISE HOSPITAL/BUILDING
IDEA 4 ADVERTISE DRINK
Something like a soft drink because it’s easy to get ahold of.
IDEA 5 ADVERTISE NEWSPAPER
IDEA 6 ADVERTISE FOOD
Advert links
https://www.youtube.com/watch?v=Eg1SokvP-h4 (It’s ok)
https://www.youtube.com/watch?v=CC4QzwlmhxQ (Power of ok)
https://www.youtube.com/watch?v=1JkmynvkXJo (Ok part 2)
https://www.youtube.com/watch?v=Ju5d3rW4k1o (Mental health ad)
https://www.youtube.com/watch?v=hdPZ7rw0wMc (How are you feeling?)
https://www.youtube.com/watch?v=MKvKXGMDc5E (Realistic British adverts)
https://www.youtube.com/watch?v=ZVo8ynkZj9I (Other adverts)
https://www.youtube.com/watch?v=SE5Ip60_HJk (How many teachers can change a lightbulb)
Advert Commentary
Discuss structure, style and techniques.
Who is it aimed at?
Why was it created?
Where was it released?
When was it released?
What is happening?
Realist https://www.youtube.com/watch?v=Ju5d3rW4k1o (Mental Health ad)
Anti realist https://www.youtube.com/watch?v=W5E4xHCaOBY (Amazon)
Documentary https://www.youtube.com/watch?v=Ju5d3rW4k1o (Two sides to every story) (with realist elements)
Animation https://www.youtube.com/watch?v=qZeSVvK9z44 (British Gas)
Stand alone
Talking head https://www.youtube.com/watch?v=8iA2G4xlEpk (Real Estate)
Series https://www.youtube.com/watch?v=MprPBxSBDn8 (Doctor Who Characters)
Advertising forms or structures
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Advertising styles or techniques
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Product characteristics
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Audience information
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Regulations
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Advertising Research
07/11/17
IDEA 7 ADVERTISE SCHOOL
Beacon Hill School advert while doing work experience. Should ask permission beforehand and have a backup if they say no.
IDEA 8 ADVERTISE A PERSON
IDEA 9 ADVERTISE BOATS AND STUFF
Boats and fish on the harbour of Sai Kung. Kind of doable because I live there.
IDEA 10 ADVERTISE ALCOHOL/CIGAR’S
Alcohol and cigarettes are easy to get ahold. Alcohol is doable especially if it is done in a presentable fashion in a kitchen. Cigarettes are less easy to get ahold of but still possible. Show the beer/wine company on the bottle and have someone drink it.
IDEA 11 ADVERTISE MENTAL HEALTH SERVICE/WELLBEING
Person falling over hurting knee or something, then compare it with someone jumping off a ledge because their suicidal. Add hotline number and raise awareness or whatever.
OTHER IDEA
Create a realist narrative advert.
08/11/17
What does Hong Kong need?
More mental health service/group session (based from “research”)
More foreigners
More space
More English bookshops and more books in them
More homes
What does Hong Kong have to much of?
People
Too congested
Pollution
Trash
Heat
Too much McDonalds because of busy lifestyle
What does Hong Kong offer?
McDonalds
Emergency services
Places for kids
Theme parks
MTR/public transport
Safety from terrorism and criminals
Low tax
Multiple language
Entertainment
View and skyline
Job opportunities
Food
Hospitality
09/11/17-10/11/17
HEALTH ADVERT
Have someone fall over and injure their knee. They get up and go to hospital. Someone else is filmed committing suicide either by jumping off a ledge or implied drug overdose. Then some girl voiceover (edited) explaining some statistics about it. It will be documentary style. Voiceover also states “You can put a plaster on an injured leg, but it will take more than that to heal a brain”.
(Storyboard started)
Script:
“Mental health is not a high priority in Hong kong and only limited mental health programs and services are available”.
“For every five people in Hong Kong, one person suffers from mental health”.
“Suicide continues to be one of the leading causes of death in Hong Kong”.
“It’s easy to get treatment for physical health but due to the stigma surrounding mental health, treatment is more difficult to get which can result in suicide” 17/11/17
“You can put a plaster on an injured leg, but it will take more than that to heal a brain”.
“By talking about mental health, lives can actually be saved”.
“If you or someone you know is suffering, please call the Hong Kong Samaritans at 2896 0000. It’s free and is open 24hrs a day”. (Black screen with number displayed)
Red = Fact from website
Black = Opinion
10/11/17
(Storyboard completed)
Locations Needed:
River and path outside my house.
Toilet in my home for suicide scene.
Possible drone shot of mountain scenery so will need the closed/abandoned red road in Sai Kung
MTR or bus with window, film out of it at traffic.
KGV recording studio to record script.
(Started to fill out a risk assessment and completed it)
Synopsis:
The story of the advert is that it starts off with someone jogging down the path next to a river. He falls and injures his knee. The jogger slowly gets up and he pulls out a plaster which he places on his knee after cleaning it. The jogger becomes happy and continues on his run. Meanwhile, another person is walking into the bathroom with a bottle of pills. They shut the door behind them and it is then revealed that they committed suicide. The suicide is not shown but the aftermath is.
Treatment:
Person jogs down path listening to music, they injure their knee. They get up and apply a bandage to the injury and walk off smiling. Another person walks into a bathroom and commits suicide on sleeping pills. This is implied but not shown. Shots of Hong Kong and mountains while a female voiceover explains statistics of mental health in Hong Kong. The story compares physical injury/illness and mental injury/illness. I have chosen to do this because Hong Kong has a lack of mental health services and the task was to advertise something either for a Hong Kong audience or something that Hong Kong needs that they do not have.
Equipment List:
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Camera
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Tripod
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Sound recorder
Props:
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Pills (Prescription and fake, not to be eaten)
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Bandaid
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iPhone and headphones
Casting:
Requires one person who is a teenager, likely my brother. He will be the jogger who trips over and the depressed teen who commits suicide. The recording and voiceover will be done by me and edited to sound like someone else.
Production Schedule:
Use one lunchtime or lesson time (if allowed) to record the script in the studio. Film jogging and suicide scenes one weekend likely 25th-26th. Film scenes out of bus/MTR window on the way home from school.
21/11/17
I recorded my entire script in the recording studio. I then edited recording 6 (the ending) with the footage. The final ending of Samaritans phone number with recording is complete.
22/11/17
I filmed some footage of people at the MTR. I got over three minutes of footage. I also decided to make a decision to film everything handheld because of symbolism in shots. The subtle filming decision is because of the choice of what I am advertising. Since, people who are sick/unwell often feel unstable, the unstable camera shots will subtly portray this. The reason why I chose to do it this way is due to the fact that unstable unpredictability is quite
common in mental illness.
Unit 30: Written Proposal/Pitch
The product/service I will be advertising is mental health awareness. The advert will compare a jogger who trips and injures himself, then puts a plaster on his knee happy with a person who commits suicide in the bathroom. However, that is implied. Then there will be statistics taken from SCMP and Samaritans HK. I have made a script which will be recorded in the KGV recording studio. The reason I chose to advertise this topic is because it is quite an important topic that in my opinion, doesn’t seem to get enough attention, especially in Hong Kong. My target audience is people in Hong Kong aged about 15+, males and females and parents of teenagers.
The locations for filming will be a pathway in a village, an empty/abandoned road which will be used for drone footage and a bus or MTR which I can just film out the window. The bus/MTR and drone shots will be relevant for when the statistics are being shown and voiced on screen. The pathway shots with jogger and bathroom suicide shots will be relevant for comparing physical and mental health. All the shots should be taken in the daytime with the exception of the drone shot which should be taken when the weather is not too windy or raining. No shots can be taken in the rain except maybe the bus/MTR shots.
I have chosen one actor who is reasonably athletic to portray the jogger. I will use the same actor for the suicide as it shows the “what if this person had a physical health injury vs what if this person had a mental health injury” scenario (this will be conveyed in the advert). The reason I have chosen these two specific scenarios (jogger and suicide bathroom) is because they are both quite common situations. People can relate to both situations as almost everyone can relate to some form of exercise while a lot of people in Hong Kong can relate to suicidal thoughts (judging from statistics).
As this is a controversial subject, the suicide will not be shown but rather implied instead. This is to make the advert more suitable for a family audience so anybody can watch it. The aim of the advert would be to raise awareness of mental health and possibly inspire conversations about it between parents, teachers and teens/youth. After some reevaluation, I have decided to add a line to my script which says “It’s easy to get treatment for physical health but due to the stigma surrounding mental health, treatment is more difficult to get which can result in suicide”. This shows that suicide is a consequence of not receiving treatment due to stigma.
The storyboard provides me with what shots I need to film and whether it is mid-shot/long-shot/wide-shot etc… This is so I remain consistent with the filming and provided a variety of shots, not just one shot. The risk assessment I used to identify any risks that come into play when filming the advert. I did this so that if something bad does happen such as an actor falling into a river (one of my identified risks), I have preventative measures and emergency backup plans.
The form of my advert will be documentary because real facts will be presented in the form of statistics. The style will be dramatic because the aim is to raise awareness and to inform. For my brainstorm I came up with about 10 ideas before choosing mental health awareness because it is the most interesting to me. After completing the advert I plan to use a focus group which will watch an effective mental health advert, then they will watch my advert and tell me if I am on the right track. If not, then I can mention it in my evaluation.
The Synopsis of my advert is: “The story of the advert is that it starts off with someone jogging down the path next to a river. He falls and injures his knee. The jogger slowly gets up and he pulls out a plaster which he places on his knee after cleaning it. The jogger becomes happy and continues on his run. Meanwhile, another person is walking into the bathroom with a bottle of pills. They shut the door behind them and it is then revealed that they committed suicide. The suicide is not shown but the aftermath is. ”
The Treatment of my advert is: “Person jogs down path listening to music, they injure their knee. They get up and apply a bandage to the injury and walk off smiling. Another person walks into a bathroom and commits suicide on sleeping pills. This is implied but not shown. Shots of Hong Kong and mountains while a female voiceover explains statistics of mental health in Hong Kong. The story compares physical injury/illness and mental injury/illness. I have chosen to do this because Hong Kong has a lack of mental health services and the task was to advertise something either for a Hong Kong audience or something that Hong Kong needs that they do not have. ”
Risk Assessment
