FINAL PRODUCTS

DOCUMENTARY

 RADIO AD


NEWSPAPER ADVERT
 

EVALUATION QUESTION 4:

How did you use new media technologies in the construction and research, planning and evaluation stages?

EVALUATION QUESTION 3:

What have you learned from your audience feedback?

The YouTube link below explains what I've learned from my audience feedback. Have a listen! reference the pictures below to see them clearer :)

We also did 2 focus groups for our posters with 2 different groups of people to find out what they thought of what we had. By doing this we got different opinions from males and females. This makes our feedback more equal as we have the same amount of sexes in each group.

The first group gave us some great feedback telling us what we could possibly change and alter in one of our ads so that it appeals to the message better. We listened to what they had to say by changing the message and quote as we thought that it was better suited to our ad campaign.

In this focus group, we wanted some more feedback on what our audience thought of documentaries. By hearing their opinion and reaction, we were able to think about what impression we wanted to give to them for our own documentary. We took on board everything they said and were able to put this into work in our film.

We also used a variety of social networking sites to get feedback. Earlier on in our research, we took to Facebook to ask some of our target audience when they listened to the radio, what documentaries they like to watch etc. We also wanted their opinion on documentaries in general as well. From this we got a rough idea of when we would release our documentary and at what time as we knew our audience would be more likely to watch it. We implemented this on our ad's and our radio ad's in the voiceover.

EVALUATION QUESTION 2:

How effective is the combination of your main product and ancillary texts?

EVALUATION QUESTION 1: (PART 2)

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Poster analysis:

Radio ad analysis:

Listen to the role play below:

 
We wanted to make sure our radio ad appealed to our target audience which was mainstream (16-24 year olds) and parents. We included clips from our actual documentary so that the audience could get know the narrative that they could not visually see but could hear. By using Logic Pro 9 we were able to create better sound quality . Also, doing it in the studio meant that we were able to easily playback and edit what the voiceover said so that we got it perfect. This took up a lot of time as it meant re-recording several times. By doing this however, it means that we were trying to create a precise voiceover. We could also alter and change the sound of the voiceover to make it better or worse which was also good and easier on Logic than iMovie.

EVALUATION QUESTION 1: (PART 1)

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Analysis of screen shots from documentary:

Final Product: My Kid Is Addicted

Radio Ad Final

This is our second radio ad and final draft. Ali made a lot more changes, adding a game sound at the beginning and changing the background music. This more upbeat music creates a story better than our last radio edit and makes it flow much better. It also sounds more professional as it is similar to the music of BBC's actual radio ad's and as they are the channel we are showcasing on, this is always good.

Radio Ad (1st draft)

This is the voiceover for our radio ad. I decided to do the voiceover as the group thought that I had the right voice for the part, which I didn't mind doing. We recorded the radio ad professionally in Logic Pro 9 which meant that the quality of our sound was much better than what we would have previously used. We were heavily reliant on the iMac microphone and other microphones for our work but as we wanted sound to be very precise and clear, the studio was the best place to record. So, here it is! The radio ad for "My Kid Is Addicted"!

First Doc edit and Evaluation.

After finishing our first edit of our documentary we are clearly beginning to see a real narrative forming which is good news. There is a very clear structure and story evolving and we've made (as a group) great progress *woo*

We wanted to see what our teacher thought as we were pretty happy with this edit and he gave us some very constructive criticism and feedback.

• Edit  news clips
• Fade out Ali Cornwall intro sooner
• Edit sound on outside interviews
• Editing on interviews
• make fade outs near end slower
• create a better ending

Evaluation
After talking about and reviewing our documentary we did find quite a few faults with it and want to make the necessary changes to fix it. Watching it over and over again we saw that soume of our fade outs were unnecessary and needed to be cut down a lot more as they lasted too long. We, also needed much sharper cuts between shots as they again, lasted way too long and would help cut down wasted time. However, Ali sometimes found to keep the continuity clean and sharp this was sometimes impossible so that may not be done. We also found some of our sound levels were too high and needed to be lowered. Again, Ali did try this but had some difficulty doing so.

The next thing that we need to do is change our voiceover as the journey of our documentary has changed. Instead of third person it needs to change to first as it is more about Ali exploring the change in his nephew as well as himself.

We also realized that the mode of our documentary has changed and has gone from Observatory to Participatory. Before the idea was that we were observing Kyreece's behaviour and how it actually led to the stimulant Dopamine but after editing and changed the story we saw that it was actually a Participatory documentary as Ali is involved more. By doing this we have made it more realistic which contributes to the realism of the documentary. We want it to be relatable so people can connect to it and by changing the mode we are able to have that effect on the audience. The change of mode also links to the ethics of the documentary as it shows that we have taken into consideration the use of having someone on the team taking part in the documentary as well. Of course, we could not do this unless we had his permission which thankfully Ali eventually agreed to :)

New Voiceover draft

We decided the documentary should be presneted in first person as our story has slowly has changed to a journey of Ali discovering what is wrong with his nephew. We drafted up a final version of the voice over which is written in first person.I think it sounds much better and will definitely help to make the story flow a lot better once recorded.

This is my 5 year old nephew Kyreece. With ever-changing technology in modern society, individuals such as Kyreece spend excessive amount of hours consuming technology. I go on a journey to discover why my nephew consumes so much technology on a daily basis and if this linked to the way in which we all consume technology. *shows titles*

I had growing concern for Kyreeces' behaviour so I decided to seek out professional assistance. I want to know what could be causing Kyreece's addiction and decided to visit professor Laura Lewis, a Neuroscience lecturer at UCL university.

Professor Laura Lewis mentioned that Dopamine is released in the brain. I went to find out if the people of London know what it is...

I was very interested in what she had to say and did more research into dopamine.  I found that there are links between dopamine and addiction. To find out more, I went to Dr McAuley, A lecturer in Psychology also at UCL university about the word addiction.

After visiting two specialists, I concluded that Kyreece cannot be diagnosed with addiction as he's only an infant. But what about a mature being? Am I "addicted" to technology?! Could I possibly be experiencing what Kyreece is, but on a larger scale? Curious, I wanted to find out more.... *cut*

Voice over full Draft 1

We decided that Ali should do the voiceover as the documentary is about his nephew and we are trying to show his journey to find out what is wrong with his nephew.

This is a 5 year old called Kyreece. With ever-changing technology in modern society, individuals such as Kyreece spend excessive amount of hours consuming technology. His uncle goes on a journey to discover why his nephew consumes so much technology on a daily basis, and if it linked to the way everyone in society consume so much.

With Ali's growing concern of Kyreeces' behaviour,  he decides to seek out professional assistance. He initially wants to know what could cause Kyreeces' obsession  so, He first goes to see professor Laura lewis, a neuroscience lecturer at UCL university.

Professor Laura Lewis mentioned Dopamine being released in the brain. Ali wanted to know if the people of London know what it is...

Ali was interested in what she had to say and did more research into dopamine.  He found that there are links between dopamine and addiction. He wanted to know more and went to Dr McAuley about the word addiction.

After visiting two specialists, Ali concluded that Kyreece cannot be diagnosed with addiction, as he's only an infant. But what about a mature being? What about you watching now? How do you know if you are addicted or not. If so, I leave you with 1 question, what is your level of addiction.

Radio Ad 1st Draft idea (random)

"Kids nowdays are always on the computer either playing games or social networking. But when do we get to the point that this could actually be addiction? We follow 5 year old Kyreece a little boy who is constantly online and what this could possibly be doing to him. Could this also apply to YOU?! Tune into BBC Three for 'My Kid Is Addicted' *Kyreece and his line*"

I randomly thought of this in class as a possible radio ad idea. It's not perfect and needs work but could potentially be a good advert for our documentary. I imagine it would have background music and some bits of our documentary to help tell the story but we will work out what we want to do with it later.

Radio Ad Examples

I went on YouTube to look at some examples of radio ad's and what they do to achieve the attention of their listeners.


This is a conversational advert as it describes the product as well as creating a story around it. At the end they include music and sum up the purpose of the advert making us more inclined to want to try this new burger.

This advert they play around with the use of sound effects which allows the listener to imagine what they are talking about in the advert. The use of special effects could have a big effect on the listener which coke has used to their advantage.

Uses minimal special effects and music and just relies on voiceover. Here is an example of someone explaining the advantage of what is being advertised leaving us with information at the end so that we can also be in the same position as them too.

Radio Ad Research

Our Advert Analysis and Evaluation

After doing two focus groups, in our second one it was suggested that we change our main line and font as they thought it was better. As we want our posters to appeal to our target audience it was a good idea to listen to their ideas as it means that they will want to watch our documentary.

 INITIAL ADVERTS BEFORE FOCUS GROUP

We changed the font and line to see how they looked as said by someone in one of our focus groups.

NEW CHANGED ADVERTS

After reviewing them we felt that by changing the line it makes more sense to what we are trying to get across however, a change in font is not necessary. We decided to keep the initial font but change the line used as it made more sense to the rest of the documentary and easily reflects the audience.

WINNING ADVERT!!!!

We changed back the font to the orginal one we had and after much debating over whether we even liked this one or not we finally decided to keep it. I think it relates to our documentary more and gives across the idea of games which is what we are trying to get across. I also think it will appeal to the audience much better which the second one doesn't.

ADVERT ANALYSIS

Making of our documentary ad

This is a quick video of the process of creating our documentary poster. The programme we used was Adobe Photoshop. We all had relatively good experience on the programme so it was not that hard to use.

Focus Group Research 2

(Hey it's meeeeeeeee!)

"What is your level of addiction?"

"Are we all addicted?"

"We are all addicted"

Here are our three adverts for our documentary. This week we did some focus groups to get some feedback from our peers and target audience on there thoughts about the ads.

We may make some improvements on them based on their feedback if need be. This may improve our chances of attracting more of our target audience.

From our two focus groups we got a lot of feedback that we are going to take on board. 

One of the groups thought we should change the message on a different ad to another ad as it made more sense which we might consider. It will also tie into our campaign better. The first focus group like the colours and composition in general of our ad so we may keep it the same as we like it. 

Focus Group Research

Advert Analysis and Uses and Gratifications theory

Today we did some advert analysis and learnt about the 'Uses and Gratifications' theory.

We each analysed in depth an advert for a documentary considering what effect it has on the audience. This is key and something that we should always be thinking about in our work and when we come to advertise our own documentary.

I chose this 'Lost for Words' poster by channel 4 and did some analysis on it. 

Half Term Filming

 

Today we filmed some more establishing and cut away shots for our documentary. We went all across London going to the South bank, West End, Trafalgar Sq and Trocodero for shots. We had a very successful and funny day and hopefully managed to get enough shots that we need.

The photo's above are some taken from today. The first one is Ali standing on top of a box in West end to get some good bird's eye shots of peadestrains crossing the road. The second one is of me (holding camera) and Victoria as the tripod in Piccadilly Circus. It took us almost 15mins to get a good shot of Ali to do our time lapse but we couldn't stop laughing as you can probably tell lol.

Call Sheet for Half Term (15th-18th FEB)

This is our shooting schedule for Half Term.
We've got to rap up our documentary so we need to get a few observational shots and also Ali needs to film some more of Kyreece to fill in some gaps.

15TH FEB

Who: Dakota & Ali
Where: Auditorium @ School
When: 9AM
Duration: 3 hours
End: 12pm
What: Shots for documentary advert
Props:

• Black clothing
• technology (phones, ipod, laptop etc)
• Camera

16TH - 17TH FEB

Who: Ali

Where: His house

When: N/A

Duration: 2 days

What: Filming Kyreece, shoot advert idea 2

Props:

• Kyreece
• Tablets of different sizes 
• Camera

18TH FEB

Who: Ali, Dakota and Victoria

Where: Liverpool St, West End

When: 12am

Duration: N/A

What: People on phones, establishing shots, technology

Props:

• Mic
• Camera

Nikon D7000

As we are now moving on to shooting our Ad's for our film, what better than to have a brand new camera! Today we looked at our new Nikon D7000, one of the best on the market. Our teacher invited another fellow teacher who has quite a lot of knowledge on the camera, Mr Robinson, to help us out. He gave us a little run through on what everything does and how to use it which was very helpful. Can't wait to start trying it out!

Some info...

A lot of light is needed for the highest shutter speed
Less light the longer it take for the shutter speed to close and open again, to take the picture
When it is on flash it takes a long time for it to reload...flash...reload etc. 
Always keep the shutter open= increasing the amount of light going into the lense

S= Single shot
CL= Cluster Low- takes 3 frames per second
CH = Cluster High- takes 6 frames per second

For slow subjects you would move the camera manually and the estimated shutter speed will be about 3 frames per second
For a faster subject (A race car for example) were the shutter will take around 6 frames per second on the move subject

ISO is basically the amont of light that goes in to the lense
FStop is the shutter speed- the camera that we are using is about a 4.5 

Points of focus- 9 point, 16 point, 24 point etc of a subject the camera will focus on those points and the background will be out of focus/ blurry

If there is a subject coming towards you; walking or running, it will be easier to get the right effect if you position yourself at a slight angle or make the subject look as if they about to walk. The reason for this being because it makes the subject look blurry because the camera is trying to focus everytime the subject moves, confusing it and taking an out of focus image. 

White Balance- using the menu on the camera it will allow you to change the light balance, wether you are outside in the sun shine and want to get a darker image, you would simply click on sunny day and when you take the image, the picture will darken and vice verser.

Advert Ideas

One idea we liked the look of was: the 'end of the world concept, like the cover/poster of the 2012 film: 

Now obviously we can not live shoot this, but we were looking for a kind of dark and demeaning look. Where there isn't much to say about it, but you think a lot, the 4 digit number giving nothing away, just leaving the audience with questions. This reflects who we are trying to target, the Reformer and the Explorer. This type of advert intrigues these type of people making them want to know more, which is what we want our audience to feel like. We want they to ask questions and watch our documentary in order to get the answers.

OR we thought about spot lighting, highlighting the problem with lights to show its importance.

I think this really reflects our audience as it shows in photo form their enlightened nature to what they are reading/looking at which would probably make them more inclined to watch our documentary. Looking at the image below we question: who is the person? why are they in the dark? why are all these lights on them?

By possibly also adding the question "Are we addicted?" we symbolise the problem and challenge our audience's thoughts making them want to find out more and to know what the advert could be talking about.

OR we thought about taking away the innocence of a child.

These type of pictures distract us from the innocence of the child and make us more concerned as to what the pills the child is taking are. We thought about having different tv shows/games/music on the different pills to show the different things we are addicted to. As our main focus of our documentary is a child, it makes sense to incorporate this in the advert. This not only symbolizes the problem but we also again enlighten and challenge the audience making them question what they thought they knew.

12 types of advertisements.

To advertise for our documentary we have decided to use symbolising the problem as our type of advertising. This reflects the way we want our audience to feel and what they are hoping to feel when they see it. They like to be enlightened and challenged by what they see and hopefully our ad can do that by how much we give away, what questions we ask and how it is presented. 

Brief for our advertisement

We've moved onto the next stage of our documentary which is the advertising. We need to know and establish how we will present our document to our target audience as well as the public so we have to come up with a brief.

The brief is a list of things we must answer to in order to create a good and precise documentary advert.

Creative Brief

What are we promoting?

We are trying to promote a documentary about being addicted to technology. We follow a 5 year old named Kyreece who's family is concerned spends an enormous amount of time on different types of technology, which may be damaging his health. We follow Kyreece to discover that he has high levels of Dopamine. The documentary then shows us its effects and we later discover that we are all affected by the stimulant.

Who are we talking to and what do we know about them? 
We are trying to appeal to the Explorer's and Reformer's of the world. We know that they like to be challenged and to find something that they have never seen before which is what we believe our audience are looking for in our documentary.

How do we want them to feel after reading our ad?
After reading our advert we want our audience to be enlightened as well as challenged, as this is what will appeal to them. Explorer's and Reformers' don't like to be told what to do and this is what our documentary is trying NOT to do.

What is the single most important message we want to communicate?
The single most important message we are trying to communicate to our audience is "THAT WE ARE ALL ADDICTED!" As stated before, our audience should be by reading/looking/viewing our ad intrigued and enlightened by what they could be going to watch.

What tone of voice should we use?
We want to use an assertive and demanding tone of voice as it means that we are not too controlling over our audience but they understand what our documentary could involve.

P.A.S.C.O.E CHECKLIST

Purpose:

To inform and challenge our audience

Audience:

• Individuals that take pleasure in learning new things
• Like to be challenged
• Like to be enlightened
• Very independent thinkers

Style:

Dark



Questioning

Content:

Perhaps images of photos of all type of people walking towards a light to emphasis the 'we are all addicted' concept??

Organisation:

Effect:
Should allow our audience to feel like they are being challenge after they see the ad and to be enlightened once they have found out what it is about. 

Advertising and Marketing

DJANGO!

Who is the target audience of both forms?

The target audience for the first clip (Django film trailer) has a wider audience as it means that it can be views by many people. By having a trailer it means that it can go viral which means many different people can view it. This will allow better publicity and will attract a wider audience. This way more people will be more inclined to want to watch it and will also tell others about it.

Th second advertisement, a film poster would attract people as it will be put up in many different places where people can view it. As it will appear on buses, billboards, cinema's it will again attract more people as they will see it on the go. By having an attractive and appealing picture and font we are more inclined to remember it and want to watch it.

The audience appeal for the Django Unchained film is to attract the fans of Leonardo Di'Caprio and Jamie Foxx as they are the main characters. A film by these characters would attract the fans of these actors which means they would want to watch it. Also, it is made by a well known director so anyone who is a fan of his work would want to watch this film also. 

What devices/techniques, and technical and symbolic codes have been used to engage audiences?

Visual:

The trailer has various different shots from the movie to help quickly tell the story. It starts off with a range of establishing shots, medium shots, close up shots so we get a gist of what the story is going to be about. Non-diegetic music is played over the clips to again build up the story and attract the audience. The editing is clear cut moving on smoothing and quickly onto the next shot. This reflects that happens in the film and you can almost compare this to the shots of guns. 

I would say the Django Unchained trailer is 'grouped' as it shown before other footage. This means that the viewer gets to view it before watching what they wanted to watch. Although this is a very successful way of promoting a film, it can be found as very annoying as people do not want to sit and watch advertisements. 

The poster has interesting positioning; with Jamie Foxx in the centre, Leonardo Di Caprio and Christopher Waltz either side. The picture is in black and white highlighting the darkness of the film and charcters. The splatters of blood tell us that their is going to be a lot of blood and violence (which is what we expect of Quentin Tarantino). By having a bold and font it highlights the western style genre and again by having it in red represents the blood in the film.

Analyse Genre and Narrative

Analyse Issues of Representation (in both formats)

What institutional factors are relevant?

Young & Rubicam

First Young & Rubicam various ideas to put a more spin on Maslow's Hierarchy by chosing the core desires at each stage in the hierarchy: Enlightenment, Discovery, Control, Status, Security, Escape and Survival.
Splitting the stages up into 7 different groups that explore 7 types of people; everyone is one of these or if not a mixture of 2.

Y & R say:

The Explorer

These people are driven by a need for discovery, challenge and new frontiers. Young in nature, if not in reality, Explorersare often the first to try new ideas and experiences. They respond to brands that offer new sensations, indulgence and instant effects. In short, difference is what they seek out.
Their core need in life is for DISCOVERY.

The Aspirer

Materialistic, acquisitive peope, who are driven by others' perceptions of them rather than bytheir own values. As a result, they respond to what others perceive as being superficial: image, apperancce, persona, charisma and fashion. An attractive pack is as important to them as its contents. Their core need in life is for STATUS.

The Succeeder

Succeeders, possess self-confidence, have a strong goa orientation and tend to be very organised. As a result, theytend to occupy positionsof responsiblity in society. Their investment in the status quo means they tend to support it.Whenit come to brands, theyseek reward and prestig, and will often seek out the best because that is what they feel they deserve. On the other hand, they aso seek out caring and protective brands- their aggressive attitude to life means they need to relax occasionally. Their core need in life is for CONTROL.

The Reformer

"Don't tell me what to do or what to think" says the reformer, valuing their own independent judgement. Reformers aren the most anti-materialistic of the seven groups, and are often perceived as intellectual.They are socially aware, and pride themselves on tolerance.Reformers seek out the authentic and the harmonious, and are often at the leading edge of society. However, unlike Exporers, they will not buy things just because they are new. Their core need in life is ENLIGHTENMENT.

The Mainstream

These are people who live in the world of the domestic and everyday. A daily routine is fundamenta to the way they live their lives. Their life choices are 'we' rather than 'me'. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the world.They respond to bug established brands, to 'family brands and to offers of value for money. Their core need in life is for SECURITY.

The Struggler

Strugglers live for today, and make few plans for tomorrow. Others often see them as victims, loseres and wasters-aimess, disorganised people within few resources apart  from their own physical skills. If they get on in life, it will depend more on a winning lottery ticket than anything they do themselves. They are heavy consumers of alcohol and junk food. Visual impact and physical sensation are an important element of their brand  choices. In essence, theyseek ESCAPE.

The Resigned

These are predominantly older people constant, unchanging values built up over time. For respect institutions and enjoy acting traditional roles. Their brand choices are driven by a need for safety and for econom. They choose above all what is familiar to them. In life, their ain is basic, it is to SURVIVE.

New Font Research

Whilst editing, I didn't really like the current font that we chose so I began to start looking for some different ones that would go with our film better.

I looked at these 3 fonts which I thought were quite cool.

The font I have chosen is, ironically "GAME OVER"

I thought this one worked the best for our documentary as it really brings across this idea of technology that we are trying to get across to the audience. As it mirrors games and technology I think it will really appeal to our target audience. Its fun, simple and effective. 

The font will probably work best in White as most of our footage is pretty dark so it will be easier to read. Choosing white will appeal to our audience as it could highlight us "enlightening" and "challenging" our target audience. If the font was darker we wouldn't be doing this which would not have been very effective.

Inspiration: Hollyoaks & Embarrassing bodies

As away of showing the progression of our documentary, we thought of using text to show our questions. One thing that inspired us is Hollyoaks and the way they display texts messages.

They have the message pop up so us the viewer can read what the character is reading. This makes us feel more involved in what is happening and also contribute to the plot of the show as we know what is going to happen next.

Another source I took inspiration from was Embarrassing Bodies. During the show they give us statistics over a blurred background while a voiceover explains what is going on.

Here they show the name of the disease at the beginning and the statistic below with a transparent running number (which is also in front) to highlight how astonishing or drastic the case is.

We are thinking to incorporate this in our documentary in order to display our series of questions.

Stats - Helping to build our documentary story

As our documentary is a medical one we though that showing stats would be another good way to develop our story and to talk about dopamine. Embarassing bodies which i have previously looked at does this very well by displaying the stats over the background of what they are talking about. By doing this we are able to inspire and give insight to our viewer and in some ways shock them they the facts as the voice over runs over it.

I thought it was a better way of answering the next question to our story than a black screen with writing on it. Looking at a  coloured screen with faded images in the background that relate to what they are talking about, is a lot better.

Something like this could be used in our editing because our documentary is quite bright and visual, so a black screen might take away that meaning. Something vibrant in the background of the statistics would keep our audience focused on the screen and they would probably be likely to actually read them.

Victoria found some examples of statistics that agree with what one of our interviewee's have said

• 1 in 3 users would rather go a week without sex than give up their device- NBCNEWS.com
  
• 21% would rather starve than go without their mobile phones 'Daily Mail' 
• 34% check their phone before they get out of bed.

UPDATE!

Lack of blogging has been due to a world wind and very busy period.

After reviewing and looking at what we have so far with our documentary we have done pretty well and can see a clear story being developed.

As the editor, I have struggled to complete our documentary too its full potential as there are a few shots still needed.

With Ali very busy with exams It has been hard to communicate with him to get some more shots of his nephew Kyreece. After struggling to get hold of him, it was decided that me and Victoria carry on filming some more cutaway shots so we don't have interviews just running for a long time.

The Plan so far is:

15th Jan
Filming
Who: Victoria
Where: Her house
Shots:
- Shots outside Victoria's house
- Cutaway shots on the comp, phone, watching tv etc..
- Observation shots of pedestrians on the street, bus etc

16th Jan
*Meet at 10:50 Room 004 for camera exchange*

Who: Dakota
Where: 004

-Upload footage
-Research new title fonts
-How will we show questions?
-Record quick voice over so we know what we expect
- Write a new voice over.

17th Jan

Who: Dakota
Where: 004

(all of the above from 16th Jan if not finished)

18th - 19th Jan

Who: Dakota
Where: Anywhere

-Film more establishing shots
- more cutaways

Evaluation of production so far.