INITIAL IDEAS &PLANNING OF TELEVISION ADVERT

TYPES OF TELEVISION ADVERTSPolitical – Reaches out to citizens of a particular region/area to capture their vote bank. They have to be very influential to the audience as they have to persuade the audience to be on their side.

Promotional/Product placement – Marketers will use these adverts to increase their sales and services. Best done by showing their products and their uses.

Infomercial – These tend to be a lot longer than a typical television commercial, usually around the length of a regular program (30 mins). They are also known as teleshopping or paid programming. Audience’s can view them at odd hours of the day e.g. early morning. It is a commercial advertising the complete information about a particular product.

CONTINUED…

Television Commercial Donut – This does not ensure customer attraction, it has all the necessary elements to make a finished commercial, however, is missing the actual product. This is more cost effective.

Promos/Network Promotional – Advertisement show on local and national television that is on very often.

Sponsoring – Comes on directly before or after the breaks of the specific program that is being sponsored. The company on the advert has supported the program in order to advertise alongside the program.

I WILL BE CREATING TWO TELEVISION ADVERTS. THE ADVERTS WILL EITHER BE FOR A FASHION WEBSITE (TWO DIFFERENT SEASONS) OR FOR A FRAGRANCE (ONE MALE, ONE FEMALE).

MY TWO AUXILIARY TASKS WILL BE: A WEB POP-UP & A TELEVISION PROGRAM SPONSORSHIP SEQUENCE.

TARGET AUDIENCE

For the perfume advert, it will be aimed at 1)women and 2)men aged: 21 – 40. I will have to ensure the advert is quite sophisticated and as it will be a high brand e.g. Chanel, Gucci, Victor and Rolf, etc. I will have quite a wealthy target audience, meaning I would have to make the advert quite classy and elegant.

OR

Where as, with my fashion website, it will be aimed at teenagers and young adults aged: 14 – 24. I will make the brand appear fun and have models that are quite edgy as the target audience can empathise with them.

EXAMPLES OF PERFUME ADVERTSI have looked at and studied a few perfume adverts from high brands and these are a few I would like to use as inspiration.

• Chanel No5 Perfume Commercial Directed by Jean-Pierre Jeunet - http://www.youtube.com/watch?v=E_hjM35VPnk

• Nicki Minaj Pink Friday Fragrance - http://www.youtube.com/watch?v=MNvCi2ODzKU

• Alien de Thierry Mugler - http://www.youtube.com/watch?v=zO9zs1ilpGc

• Ralph Lauren Men’s Polo Red - http://www.youtube.com/watch?v= jGIkUOrwY_0

• Britney Spears Fantasy - http://www.youtube.com/watch?v=j2Uiwt9S- g0

• Nina L’Eau by Nina Ricci - http://www.youtube.com/watch?v=tUrCrXpdP_0

I found that the perfume adverts appear to come across very seductive and elegant. Also very mystical – based on a fairy tail theme or on a woman who has a high celebrity status. Even if the perfume is by a celebrity figure, if the celebrity features in the advert, the advert doesn’t necessarily conform to the celebrities own conventions, for example the Nicki Minaj perfume advert wasn’t alike to her celebrity alter ego and conformed more to the conventional perfume advert. They also enhance the gender stereotypes and embrace the specific gender’s powers.

EXAMPLE OF HIGH STREET STORE/ CLOTHING WEBSITE ADVERTS

• Missguided Spring/Summer 2013: Project Ibiza - http://www.youtube.com/watch?v=VhpKxzDepNE

• Boohoo Spring/Summer 2013 - http://www.youtube.com/watch?v=OYY1XUIiPAU

• Celeb Boutique - http://www.youtube.com/watch?v=WbOIH9qpqMk

I have found these adverts to come across as very fun. They often:

• Show the prices of some of the outfits,

• Offer a promotional code,

• Show the brand at the end of the advert,

• Show a fun vibe and atmosphere

• Use models

• And show power and status of the models because of what they are wearing.

MY ADVERTISEMENTS • The genre of my advertisements will be fashion and beauty

• Will be shown on television when program of the same genre or on, or when reality TV programs are on.

• The key genre elements that will be that the clothing makes the models seem supreme due to their high level and make it seem like they’re having loads of fun due to what they’re wearing. Also the background music will be very upbeat for the clothing website campaign. Where as, the perfume advert will make the model appear feminine with soft and elegant music.

• The key point of the video will be to persuade the target audience to buy the products.

• I would most likely assign ThumbsUp Productions to the adverts as they have worked with fashion based programs such as Britain’s Next Top Model and have a lot of success in production. They are also London based, so quite local, lowering cost of production.

• The marketing points will be: the models, background music, and the actual product itself.

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