FMP Research

Practitioner:

Juan CabrelIs an Argentine film director who started off in graphic design and painting before changing his career to working for Agulia & Baccetti, where he worked on advertisements for HSBC, Sprite and Renault. Since then he has worked on the Cadbury’s ‘Gorilla’ and Sony Bravias Paint, Balls and Rabbits advertisements.

I have decided to look at this practitioner for a number of reasons, firstly because I did a bit of research into different adverts that I could relate to what I want to make, and upon doing so I came across Juan Cabrel. I wanted to look into more detail at longer length adverts such as the ‘bouncy balls’ which is just short of being two and a half minutes long. I feel like it would be a good adition to my research if I include a range of different long adverts so I can not only have a better understanding of how to keep them interesting and flowing, but to give it a professional finish.

I have also looked into the other adverts that Juan Cabrel has either created or been involved in and they are all really different to anything that I have seen before, just the whole concept of his adverts is so unusual and fascinating. It has really given me some inspiration, and more importantly the desire to create a product of my own that I can be proud of.

Wikipedia (2016) Juan Cabrel. Available at: https://en.wikipedia.org/wiki/Juan_Cabral_(director) (Accessed: 21 March 2017)

MJZ (no date) Juan Cabrel. Available at: http://www.mjz.com/directors/juan-cabral/director/ (Accessed: 21 March 2017)

YouTube (2010) Sony Bravia – Bouncy Balls. Available at: https://www.youtube.com/watch?v=0_bx8bnCoiU (Accessed: 23 March 2017)

 

Andre Stringeris a director, writer and artist whose work ‘stems from a diverse collision of cultures’ such as skateboarding, music and design. Andre is known for his unique work across a wide range of different topics from documentary realism to sophisticated poetry. Over two decades he has worked along side many different companies such as, Sony, Mini, Guinness, HBO, Ford, Nike just to name a few.

I decided to look into this practitioner for a number of reasons, the main one being because I was looking into different existing products when I came across two different ‘Beats by Dre’ adverts. I knew this would be immediatly helpful to me as it would give me more of a chance to not only learn about existing adverts that relate to my idea but to give me inspiration and motivation to help me create something to the upmost of my capabilities.

After looking at the ‘Beats by Dre. The Game Starts Here’ advert I realsied that this was something that I feel as if I can relate to my own idea. This is for a number of reasons first of all the length of the video (02:28), although this is longer than what I plan to make it is a great example to go by. Just from watching it I began to understand how you can maintain the interest of the audience in a longer length advert, from the start you just want to keep watching and find out not only what the product is but what will happen next. I also like the style of these adverts because to start with it’s not obvious as top what they are advertising, as you are watching it you almost have to work out what the product is, what the advert is for. I find this really interesting because it is not making it obvious and it is maintaining the audiences interest and making you think.

Andre Stringer Director (no date) Andre Stringer. Available at: http://www.andrestringer.tv/ (Accessed: 21 March 2017)

 

Alice Bottarois a creative director and writer, who is currently the creative director for Mercedes Benz Europe. During her career she has also worked along side cmpanies such as, Sony, Ebay, Mastercard, Electrolux, AEG, Ikea and many many more. As well as this Alice has also worked for a few different agencies in a few different job roles, first of all as a copywriter at McCann Rome and more recently as a creative director for DDB Berlin.

I have looked into the ‘Sony – More Brilliance. More Beauty’ advert where the creative director is Alice Bottaro, but was directed by the previous practitioner I looked at, Andre Stringer. Although this advert is for a whole different product to what I want to base my advert on I still found it very interesting and useful, this advert made me realise that you can incorporate almost anything that is visually interesting and relate it to a product, in this case a lot of glitter is used which in the end turns out to be for a tv advert. This is important because with the longer length adverts it can allow you to become much more inventive and creative with you ideas, which in the end can add up to a professional, unique product.

Alice Bottaro (no date) Alice Bottaro. Available at: http://www.alicebottaro.com/ (Accessed: 23 March 2017)

YouTube (2016) Sony – More Brilliance. More Beauty. Available at: https://www.youtube.com/watch?v=7WFUiypzsp4 (Accessed: 23 March 2017)

 

Competition:

After looking on YouTube at different headphone videos that I feel are competition to my own I have found one that appeals to me, it has been made by ‘matchboxfilms’ and is called ‘TDK Headphone Advert’.

I chose this because like me, they created this video for a educational project, and through watching myself I could straight away tell that it was not professional. However the whole concept of it is really simple, yet extremely effective. Throughout the whole video there is only a few different shot types that are used but they are mainly just following the actor as they dance down the street but it keeps changing, viewing him from different angles. Some of the shots are close up to him where as some are shot from behind members of the public who are just walking past paying no attention to what is going on.

The video in itself is just under 60 seconds long making it slightly shorter than the 90 seconds that I plan to make mine, I related to it mainly because clearly there is no budget really involved, just the time and effort to go out and film, and eventually to edit. There is no real narrative to this video just the shots following him down the street dancing, but like I said previously the shots that are used are simple but the way that they are used is what I think makes this video so effective.

The quality of the video isn’t the best and I think thats mainly down to the reason that they probably didn’t have much of a budget, if any at all. This would of just meant that they would of had to either borrow someone else’s equipment or they had some of their own, not only this but the video was uploaded to YouTube 10 years ago. Meaning that since then technology has vastly developed aswell as becoming much more affordable to a wider range of people, I believe that this video is a really good bit of competition for me to go by purely because I want to make something like that, with a really simple concept but does exactly what it needs to which is to show off the project and keep you interested throughout the whole video.

YouTube (2007) TDK Headphone Advert. Available at: https://www.youtube.com/watch?v=mwt1hwjYYLA (Accessed: 31 March 2017)

 

Target Audience:

The main target audience for a longer length promotional video for headphone are of either gender between the ages of 17-30. I have chosen this age because it is the age of people who are still within education to people in their working life. Although headphones and the adverts appeal to absolutely anyone of all ages it is definetely more common to those between the ages of 17-30. I believe that this is the case for a number of reasons, first of all people of that age spend alot more time than other age groups travelling, whether or not its on the train to college or the bus to work, and not only this but travelling across the country or even the world. Headphones are a product that most people find very important in those kind of situations.

I have also chosen that specific age range (17-30) because of what I am going to be incorporating within my promotional video, firstly the actor/actress that I will use will be a young adult which automatically relates the audience to the video as it is someone of a similar age. Secondly one of the most important aspects of a headphone advert, and that is the music, and although there are so many different music genres that appeal to different kinds of people I plan to use something that people may have heard of before. Something that is quite well known that the audience can recognise and relate too, I plan too use music that is quite uplifting and encourages positive emotion which I believe will appeal to the audience in a much more positive way.

Demographics – is information used within media to define audiences into specific catergories such as age, gender, race etc. Demographics are broken down into different bands depending on peoples different jobs and status.Demographics

Psychographics – this divides people into more specific groups based on things like social class, lifestyle and personality characteristics, It is mainly based on the assumption that the types of products and brands that people purchase reflect thats persons characteristics and patterns of living.

Psychographics

From using my research on demographics and psychographics I am able to specifically describe my target audience furter than just talking about there age. I would say that the kind of people that my promotional headphone video is aimed at are males and females between the ages of 17-30 between C2 and E, meaning that it will typically be students, perhaps unemployed to skilled manual workers such as builders, plumbers etc. However I feel as if the demographic table is an unfair way of defining a target audience as the options between A – E are far too broad and definetly not specific enough. That is why I agree much more with the pschographics table and it looks into much more detail about the person, for example what do they like, what do they do and what there personality is like. That is why I would use the term ‘Explorers’ to specifically define my target audience, explorers are people that typically seek discovery, something new. They value individualism and new experiences, these are also usually a younger demographics (students).

 

SlideShare (2013) Demographics and Psychographics. Available at: https://www.slideshare.net/BigDproductions/demographics-and-psychographics (Accessed: 23 March 2017)

Wikipedia (2017) Demographics and Psychographics. Available at: https://en.wikipedia.org/wiki/Psychographic (Accessed: 23 March 2017)

 

Legal and Ethical Issues:

Music – During the course of this final projects I will need to be careful of a few legal issues that could effect my production, luckily these things can be easily avoided. First of all one of the main parts of my production will be music as it will be based around headphones, so to avoid any legal issues with the music that I choose to use I will need a make sure of a few things. First of all the music may need to be royalty free, meaning that anyone can use it, but as royalty free music can be quite limited in terms of how much variety is available I can get into contact with the owner of the track. This will just be a case of asking for their permission to use the track on my production. Thirdly another way around using music in my production is to purchase it and by doing so I then have the right to use that music within my own work.

Locations – Another legal issue is to do with where I decide to film my production, if it is a public area then there will not be any problems, and in regards to members of the public that may be in view of that shot I will jsut need to make sure that they are not recogniseable. However if I decide that I need to shoot some of my production on private land I will need to get the owners permission to use it, otherwise it will obviously be breaking the law which could cause problems for my whole project.

Film Classification (BBFC) – BBFC are an independent company that are trusted in safely regulating media content across the UK, the main aim is to protect the public (mainly children) from seeing content that may cause risk. They want to empower the public, especially parents to make informed viewing choices. The main reason as to way these age ratings (U, PG, 12, 12A, 18 etc) are in place is so that people don’t view content that is not suitable for them, so this could be protecting them from anything such as bad language, graphic scenes, gambling, drug use, basically everything that you can imagine.

There are also a lot of ethical issues that I need to take into account with my production, the first one being representation. This is such an important topic to be careful about because people can be easily offended, I will need to make sure I represent age, gender, sexuality, ethnicity, social issues etc in a balanced way that will not cause any upset to anyone. Secondly is sterotypes, in a way this is similar to representation as I need to be careful as to how I show my actor/actress. For example if I want them to portray a certain kind of person I need to make sure that it won’t be offencive to anyone. Finally is ideology these are ideas and beliefs, held by media practitioners, which are often represented in their media texts. In a documentary about a war on drugs, the representation of their story could be influenced by the ideology of the filmmaker or producer.

ASA – The ASA, ‘Advertising Standards Agency’ is the UK’s independent regulator across all media, they apply the advertising codes which are written by the ‘Committees of Advertising Practice’ (CAP).

There are many different codes to advertising, I have looked into greater detail the codes that will apply to my production, first of all is ‘misleading adverstising’. Some of the main rules for this are as follows,

‘Marketing communications must not materially mislead or be likely to do so.’

‘Obvious exaggerations (“puffery”) and claims that the average consumer who sees the marketing communication is unlikely to take literally are allowed provided they do not materially mislead.’

‘Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.’

‘Material information is information that the consumer needs to make informed decisions in relation to a product. Whether the omission or presentation of material information is likely to mislead the consumer depends on the context, the medium and, if the medium of the marketing communication is constrained by time or space, the measures that the marketer takes to make that information available to the consumer by other means.’

‘For marketing communications that quote prices for advertised products, material information includes: the main characteristics of the product, the identity (for example, a trading name) and geographical address of the marketer and any other trader on whose behalf the marketer is acting, the price of the advertised product, including taxes, or, if the nature of the product is such that the price cannot be calculated in advance, the manner in which the price is calculated, delivery charges, the arrangements for payment, delivery, performance or complaint handling, if those differ from the arrangements that consumers are likely to reasonably expect, that consumers have the right to withdraw or cancel, if they have that right.’

Through looking into the rest of the adversting codes on the ASA website I cannot see any more issues that I will come across during my production, I believe that any problems no matter how small I have accounted for them through writing a detailed description on not only the problem, but how to overcome it.

BBFC (no date) Media Content Regulation. Available at: http://www.bbfc.co.uk/about-bbfc/our-mission (Accessed: 23 March 2017)

The Free Dictionary (no date) Ideology. Available at: http://www.thefreedictionary.com/ideology (Accessed: 23 March 2017)

Wikipedia (2017) Stereotype. Available at: https://en.wikipedia.org/wiki/Stereotype (Accessed: 23 March 2017)

ASA (no date) ASA Codes. Available at: https://www.asa.org.uk/codes-and-rulings/advertising-codes.html (Accessed: 23 March 2017)

 

Related Ideas/Concepts:

I have begun my research by looking into pre-existing product that are similar to my idea for FMP, I started by looking on youtube at some longer length adverts for headphones.

The first advert I came across was for a pair of noise cancelling sony headphones, this really appealed to me as it was a really simple concept of someone just putting on some headphones and not being able to hear the rest of the world but it was made in such a way that made it really interested in not only the advert but the product too.

Secondly I looked at a different stlye of advert which was for a pair of beats headphones, this was a hugely different style to the sony advert. There was quick shot changes, bright colours, more energetically sounding music and the use of celeberity endorsement. It’s good for me to look at a range of different style adverts because it gives me a more confident view on what I can create for my own advert.

I have began to look at different advertising techniques that I can later apply to not only my test shots but my final product, and after looking further into this ‘Beats Headphones advert’ it became clear what one of the main drawing points was, and that is through the use of celebrity endorsement. This is such a good way to advertise a product as people recognise the celebrities straight away, the audience see that they have this ‘new’ product and they want it purely because people massively look up to celebrities and want to be like them.

I wanted to conduct further research on who this product (Beats Headphones) are most popular with, not only looking into their demographics but their lifestyle, personality among other things. I did this because it gave me a greater understanding of exactly what type of people would be viewing my promotional video so I can aim it towards them, as one of the most important things when in a production like this is to have a direct target audience so you know exactly who you are aiming your production towards.

YouGov - Beats headphones

YouGov (no date) You Gov Profiles. Available at: https://today.yougov.com/profileslite#/ (Accessed: 23 March 2017)

 

Technical Requirements:

I have been looking into the technical requirements for my video, firstly just looking into the type of shots that I want to incorporate. I don’t want to over complicate anything during this production as I know from experience that it doesn’t always work exactly the way you want it too. As I have already conducted research around existing promotional headphone videos I know exactly what works and what doesn’t, for example quickshots that are cut to the beat matched with strong, simple shots that create an impact.

A few simple shots that I know that I will be using more than others will be a ‘close up shot’, ‘extreme close up shot’, ‘long shot’ and an ‘establishing shot’. First of all the extreme close up, as you can see the main drawing point to this is the eyes. This type of shot is mainly used to allow the audience to enter the characters intimate space, revealing certain emotions and characterisics.

ECU Shot

Secondly is the ‘close up shot’ which is used in a similar way to the ‘ECU’ just showing more of the face to an audience, this allows the audience to find out more about the character, what might be like which in turn would give them a greater understanding of the production.

CU Shot

Next is the long shot, this shows off the whole character, head to toe, and not only does this allow the audience to view all of the character, but their surrounding area. For example where they might be, what might be the reasoning for them being there. I would be using this shot to show off the location as well as discreatly revealing the product that I will be adverstising, this is because although the shot is clear, it would be too far away for the audience to know exactly what was being advertised.

Long shot

An establishing shot is typically used at the start of a scene to indicate where and sometimes when, the rest of that scene takes place. For example during my test shots/production at the start of the video I will be showing off the area/views where the rest of the production will take place.

Establishing Shot

For one of the next parts of my project I will be conducting some rough test shots and putting together a rough edit, this will help me in a number of ways, first of all giving me more experience using my camera, in turn allowing me to have better quality footage. Secondly with the rough edit I plan to make it around 20 – 30 seconds long, and this will just be to help me decide if I want or need to make any major changes to my production. I plan to edit it over a song, I haven’t made a final decision on what song to use yet and I know that through completing the rough edit it will help me in making that decision. It will also give me a bit of an idea as to whether or not I need to make any changes to my filming or editing techniques, just to ensure that I give myself the biggest possible advantage.

 

Cost/Budget/Production Issues:

My production should have a next to nothing budget, as I still have some work to do on the production as to where I will be filming etc it will be impossible to give any exact details. But in regards to travelling to different locations to film it will only be a short train/bus journey away which is more than affordable. And as for any crew/actors the cost will remain as nil, this is because I will be doing all of the production work myself, but if I do happen to need some assistance along the way for any reason it will just be a case of asking a friend or another college student, again this would be for free to keep any production costs down to a minimum.

As for any actors I again plan to ask other college students or friends who I know will be able to get the job done with me. I will need to carefully manage things along the way so I can rely on any actors, I will be doing this through contacting them well in advanced so get specific filming dates arranged.

Throught the adverts that I have previously looked at its obvious of the large budget that they have, not only because it is a large world-wide company but the overall content. The props that are used, the locations that the adverts are filmed in an also the equipment that is used. It is clear to tell that from some of the shots that are used the equipment that would have been used to get the shots would be expensive and unfortunatly something that is out of my reach.

Although I don’t have the access or the funds for that equipment it is not something that I am going to let get in my way, through being at the college I have the ability to loan a wide range of different media products, everything from cameras, tripods, microphones and much more. And most helpful of all this is all free to loan which is a massive help for my production.

Through completing further research I have found a couple of different companies that focus there attention on funding new and establishing filmmakers, this would be very helpful to me in the future if I had plans to create a film with a more ambitious budget. The budget that these companies provide would be used all across a production, from travel and food, to loaning equpiment, and even production crew/actors. It is something that would need very careful planning and a strong vision as to what wants to be created.

The next thing that I looked into as part of cost/budget for my production was if I was actually have a large budget so I could hire more, better quality equipment as well as a crew to help me a long with it. I first looked at a company that hire out media equipment called ‘Mediadog’ who have everything I would need such as cameras, tripods, lighting, audio and much more. I have worked out that if I was to fit my production into 2 days of filming the total cost for all of the equipment to hire would be £370.00. This includes a high quality, professional camera, tripod and dolly/track.

Next I began to look into exactly how much it would cost to hire a crew to assist me in this production, whether it be through filming or in post production, (editing). As this is only a smaller production with quite a simple concept I won’t need to have much of a crew, so through looking at a couple of different website I have found a ‘Camera Operator which costs £371.00 for 10 hours of work. As well as this I would need to hire an editor, which again after a bit of research I have founf for £15.54, and this is for the editing of a video that will be between 30 seconds and 1 minute long. After completing this research I have found out that to professionally create this production, crew and equipment included would cost at the very minumum, £756.54.

BFI (2017) Production Funding. Available at: http://www.bfi.org.uk/supporting-uk-film/production-development-funding/production-funding (Accessed: 23 March 2017)

Creative England (2017) Production Funding. Available at: http://www.creativeengland.co.uk/film-and-tv/production-funding (Accessed: 23 March 2017)

Mediadog (no date) Media Equipment Hire. Available at: http://www.mediadoghire.com/ (Accessed: 23 March 2017)

Bectu (no date) Hiring a production crew. Available at: https://www.bectu.org.uk/advice-resources/rates (Accessed: 23 March 2017)

 

Evaluate and Interpret the Research:

The research that I have completed on this project has helped shape my ideas in a number of ways. First of all through I had a look into some chosen media practitioners, this helped me as I was looking into some of their existing products, it gave me some insight as to what actually works in longer length adverts, how you can incorperate elements to keep something interesting for an audience. Without looking into the existing products like I did I don’t think that I would of been in the position with this project that I am now, knowing exactly what I can do next in order to move forward with the next steps neccessary.

Secondly researching target audience, this point was as important to me as the last, due to the fact that you cannot make a video without having a specific target audience to aim it towards, for example you cannot advertise a product for an older demographic when it is clearly for students. It was important for me to not only look into the demographics but the pschographics of defining a target audience, through completing this in my research I was able to aim my product that I wanted to advertise towards not only a specific age range and gender, but a personality, their job, what hobbies and interests they have. Having this specific a target was helpful to me as throughout the project I know what I will need to incorporate in my video, whether it be through the actors that I use, the clothes they wear, or even the music that I will use.

I believe that my best source which I used for my research was ‘YouGov‘, this was due to the fact that I was able to choose any product (beats headphones) and get a detailed description of the persons demographics, lifestyle, personality among other things. Again this will help me to shape what my idea and give me a clear path moving forward. As well as this source I also came across the websites for ‘BBFC’ and ‘ASA’, I was able to use these sources to help me understand the rules and regulations when creating my product, for example within the BBFC website it gives detailed descriptions as to what is actually allowed to be shown to specific age ranges, what is suitable for them. As for the ASA website it links perfectly to the product that I want to make, an advertisement, and this was helpful as it goes on to give a description as to what can actually be incorporated into a advert without it being not suitable for purpose, for example misleading, offensive etc.

If I was to do this research again with an unlimited budget there is only one thing that I would change, and that would be hiring professionals to do it for me, not because I am not capable of doing it as I have proved that I am, but it would give me more of a chance to focus more time and effort into something else on the project. Which in the end could benefit me through having even better, more detailed research and the oppurtunity to work longer on other parts of the project that I needed to.

YouGov (no date) You Gov Profiles. Available at: https://today.yougov.com/profileslite#/ (Accessed: 23 March 2017)

BBFC (no date) Media Content Regulation. Available at: http://www.bbfc.co.uk/about-bbfc/our-mission (Accessed: 23 March 2017)

ASA (no date) ASA Codes. Available at: https://www.asa.org.uk/codes-and-rulings/advertising-codes.html (Accessed: 23 March 2017)

 

 

 

 

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