TASK 4

SOCIAL MEDIA ADVERT - CODES AND CONVENTIONS:

SLOGAN

Slogan's are very effective and are most commonly used to create hype around the product. Having slogans in the advertisements is still there to create excitement for the product and social media is a great place to do so as anyone can comment, post or share. Having the slogan on the social media advertisement as the largest piece of text is key as the consumers will see this no matter what and if they are interested they can follow the hashtag with the slogan and create or join a trend for the drink..

LOGO 

Logo's are used for brand identity/ethos to make the audience aware of who they are. Both logos of Phizzwizzard and Carter Drinks are on my billboard and social media advert so they are associated with it. The Carter Drinks is in the bottom  right corner each time and clearly be seen . The Phizziwzzard logo is on the left hand side of the social media advert where it is easy to see but doesn't take the centre of attention from the USP and slogan. There is also another logo of Phizzwizzard on the right, on top of the strawberry to associate the strawberry flavoured drink and also establish the brand identity again. 

IMAGERY

Social media advertisements must be very engaging and appealing due to social media being the most heavily dominated place for advertisements to be shared. The advert must be able to catch an eye but also be able to deliver a powerful message about the product. Firstly, our social media advert background is red which is very bright and stands out and also followings the same house style of our other advertisements. The white font above the red makes it easy to read. The image of the product helps create an idea for the audience of what they are going to receive if they purchase the product. 

CHOICE OF CONTENT

For the billboard, I decided to create it in the style of a poster as well. Having the poster design, creates the idea that the product is an important one which is being promoted in many places, like a mainstream film poster. This will appeal to our target audience as they may see this as nostalgia seeing the same design posters for a drink they would see for an old film. The advert includes lots of text which is information about the drink for consumers and also logos to establish brand identity. There is also the slogan there again to create the hype for the release. The logo of Phizzwizzard can be located 3 times to establish brand identity. The can is also anchored down the middle to show the importance of the advertisement.

TYPOGRAPHY 

The typography on the social media advert is yet again is a white colour to stand out from a red background and continuously follow the same house style. The typography stands out as white and can and an audience can clearly read it. The typography of the slogan and logo is a different font, allowing those to be seen more easily. The logo typography is the same across all advertisements as well as the slogan which allows the product to be recognised more easily. 

LAYOUT

The layout of the social media advertisement is very simple with the can being large and anchored down the middle to show that is the main appeal for the consumers. The can is then surrounded by the text, including all they key information and the slogan on top so consumers know that is most important text they need to know. Having the slogan here allows its be more easily seen, especially for social media where people can join the hashtag trend. 

SOCIAL MEDIA - CLIENT BRIEF:

One way my social media advertisement has met the client brief is through the simplistic design which is not too specialized so it is able to appeal to both the primary and secondary target audience. Having this design allows the target audience to feel targeted and feel special so they are more likely to buy the product when its released as they will feel as if it is released for them. I have made sure it will appeal to the 13-18 target audience through the image of the strawberry and the fruity font which they may see as exciting and funny. The target audience of 30+ may be more interested by the actual information about the drink so I have also included details on the drink which are helpful towards the audience. I have also made sure the whole advertisement is strawberry themed so the audience are aware of the flavour drink and the client is happy. The billboard is also in the poster style, previously mentioned appealing to the 30+ audience as they may see this poster as nostalgic from seeing them their whole childhood. The design of simplicity is key to the brief as the advert will follow current trends in the media and will add to the excitement of the release.

We also meet the ideas of the client brief by reinforcing the drink will be in a can as we can see a clear example of the product in a can. This will show the audience that Phizzwizzard is a positive brand and they have a positive view towards the environment as they are helping it by only selling their drink in cans. The advert also shows clearly, the information about the drink which shows it is a healthy drink which consumers may want to be aware of.

One last way the client brief is met is through the house style and colour scheme of the advert. The use of a red background and white typography clearly allows everything on the advertisement to be clearly understood and seen. The use of red clearly reinforces the idea of a strawberry flavoured drink as this is the colour of strawberry laces which is what the client has asked for. The idea of the flavour of the drink being strawberry is also further shown through the Phizzwizzard logo being a strawberry which confirms the flavour. The audience must be aware of the flavour of the product due to any likes/dislikes or allergies. The advertisement being on social media allows us to use lots of platforms which can easily reach the target audience e.g. Twitter Instagram and snapchat which covers all the ages of the target audiences. 

Example of the social media advert on Instagram

BILLBOARD ADVERT -CODES AND CONVENTIONS:

SLOGAN

 A slogan should be catchy and easy to remember so if you hear it, you'll be able to associate it with the product. They provide as much information as they can in such little words e.g. Fruit Frenzy so now you know the drink is fruit flavoured. Each of my advertisements contain the slogan to help create a trend and hype for the product with the hashtag sign for consumers. The slogan is always quite large and in a fruity font to stand out. 

LOGO 

The logo in the billboard can clearly be seen 3 times to associate brand identity and it also includes the drinks company logo. This helps consumers know clearly what brand they are associating their selves with. Having the Phizzwizzard logo presented twice differently at the top helps the idea they are a creative joyful brand who will produce a tasty, refreshing drink.

IMAGERY

Billboards must be very eye catching as they can be spotted from such a distance, this done by the bright colours on the billboard of red and white allowing everything to be seen more easily. In my billboard I have allowed everything to be seen clearly without being bunched e.g. the can is on the left where as all the key information including the slogan can be seen on the right. This allows the audience to read and view the billboard with ease and no confusion.

CHOICE OF CONTENT

The content included on the billboard must be very eye catching yet meaningful as they may not have a large amount of time to stop and read the billboard's information. The billboards is heavily dominated by the brand identity as we see the can on the left with the Phizzwizzard logo on the can and all across the top of the billboard. The billboard is also heavily dominated by the colour red to stand out and link to the flavour of strawberries. The USP and information is also very key I believe to the consumers so this part is very large and takes a big amount of the billboard. The slogan is also there to be clearly shown again to create excitement. 

TYPOGRAPHY 

The typography of the billboard is white again, the same across all advertisements and making sure it can clearly be seen in front of a red background. The typography is very large on the billboard allowing it to be seen very clearly from a distance. The slogan is a little larger than the other text and is an another font, making sure that it is easily remembered by the consumers and they take the slogan to create excitement for the release. 

LAYOUT

Billboard layouts usually include very little text, usually just something that stands out to an audience so they would remember it for a while e.g. a pun/joke or a slogan. Our billboard layout is heavily dominated by an example of the product and the slogan which are the two key things we want the audience to remember. The layout also includes plenty of empty space which will be the background, meaning the red will stand out to the audience due to its brightness. Part of the layout we include all the typography together so the key information of the drink can also be found with the USP on the right side and the can is on the left. The logo's are then placed clearly around the billboard where they can be easily located and read.

BILLBOARD- CLIENT BRIEF:

One way the billboard has met the client brief is met is through showing again that the product is sold in cans as we can clearly see an example of the can being shown, taking the majority of the billboard as this is the main appeal. The audience of 30+ may be extremely interested by this as they would be more socially aware of the environment compared to 13-18 year olds yet this should still appeal to both audiences helping the environment. Another way the client brief is met is through flavour of the drink being reinforced again as the brief states strawberry laces is the flavour. The flavour can be reinforced through the colour scheme of red and the strawberry logo shown in the corner which may stand out to the audience as it makes the advert more fruity and exciting. The slogan also further meets client brief flavour as it says 'fruity' which shows the drink is fruit flavoured. 

With the primary target audience of this campaign being 30+ year olds and a secondary target audience of 13-18 year olds, billboards will be a great way to advertise the campaign as not all 30+ year olds may use social media so they will be more likely to see a billboard. This is why the billboard includes a web link so if any consumers are appealed they can look further into the product and campaign online. The billboard also includes all the main details for consumers who are not socially aware. 

Another way the client brief is met is through the style of the billboard as it is very simplistic, similar to the social media advertisement. The style being similar allows the brand to be more easily recognised by consumers as it is the same house style and again has the same logos located on it. The billboard will appeal to the target audience through the simplistic design as the audience will find it easy to read and be engaged through the use of bright colours and images. The billboard will be placed in heavily populated areas e.g. town squares or busy roads , resulting in the target audience definitely seeing the billboard or even other audiences leading to the success of the campaign.

Example of the billboard advertisement below

MY AUDIO VISUAL ADVERT - CODES AND CONVENTIONS:

SLOGAN/LOGO

Slogan and logos are usually at the beginning or end of an advert to address who the product is made by for the audience to see and be interested by them. Our slogan and logo appear at the end of the video when an image of the product appears to establish the products brand company and creators after watching a video of the product. Our slogan also appears here with the hashtag to create the trend for the product and increase hype for the release, #FruitFrenzy. The Phizzwizzard logo also appears on the can further establishing the brand identity of the drink.

EDITING

Our video includes lots of cutting shots, which are very quickly and help change the perspective of the scene e.g. showing the teen very sad, then quickly cutting to another teen very happy and joyful. This helps change the scene into a more positive one due to the quick cuts. Another piece of editing we have is the sound effects as we have non diegetic music playing in the background to set the tone of the scene e.g. sad music playing when a character is sad. Lastly, we have an animation at the end which includes images of the product, key info, USP, slogan and the brand logos which we created. 

SETTING 

The location of the video needed to bring a summer vibe/atmosphere to create the idea of the drink being a summer drink as that is when it is being released. The video takes place in a large playing field where both of our target audience are likely to go in the summer to either be with family or friends so the field may appeal to them. The weather in the video is also very hot with a blue sky again showing the drink is for summer.

CAMERA  SHOTS/TECHNIQUE

In our video there are lots of mid shots of the two teens so you are able to see they are in a playing field yet you can also see parts of their emotion and see one is happy and one is sad. There is also a close shot of the sad teen so you can truly see he is distraught but also be able to see the drink cheers him up. We include a tracking shot of the happy teen so we can see him bouncing with joy while drinking and playing music. There is also an establishing shot where the consumers are able to see they are in a playing fields, associating the drink with summer. Finally, we have a montage of clips with different angles to show the teens enjoying their time.

TYPOGRAPHY 

There is 10 second animation at the end of the audio visual advert which includes the only typography of the advert. The typography is bright and easy to read, a white font which stands out to consumers to catch their with statistics and facts. The typography includes all the information about the drink that the audience will be interested to know including the USP. It also includes the slogan to further increase they hype for the release of the drink. The typography also links to the brand identity as we see the logo of Phizzwizzard.

AUDIO VISUAL ADVERT- CLIENT BRIEF:

One way my audio visual advert meets the needs of the client brief is through location/ setting of the advertisement which is in a playing fields on a hot, sunny day. This meets the needs of the client brief as the drink is being released for summer and is a tasty, refreshing drink which would be perfect for a hot summer day. This may also appeal to the audience as they would've grown up with friends and family in field or are currently growing up there now, which makes the drink a very positive one. This allows that audience to feel a more personal connection towards the drink. The use of having a cast of the secondary target audience also heavily connects them them together with the audience and shows the drink is perfect for them.  Another way this meets the client brief is through including a short animation at the end to include to the brand logo, USP, slogan and other key information. Having this here helps establish the brand identity/ ethos of it being a healthy, refreshing drink which is also tasty.

 The audio visual advert also meets the need of the client brief and audience through the comedic side shown in the video. There is comedic side effects added to the video and also two teens who are dressed in strawberry suits in public which is likely for the audience to see the funny side and help it go viral. Also for it go viral it will need to be a trend which is why our slogan includes a hashtag for the audience to be able to create or join the trend on social media platforms. The USP which can also be shown at the end links to the brief and audience as it shows that the drink is healthy one yet tasty and refreshing so consumers have an alternative to our competition e.g. coca cola. This USP and information has been included throughout all the advertisements which again helps the drink be more easily recognised and establish brand identity. The red colour theme of the house style is also continuous in the audio visual as we see it as the background at the animation at the end and also is the colour of the strawberry outfits further connoting the idea of a strawberry flavoured drink. 

Example of audio visual advert on TV.

HOW DOES THE CAMPAIGN MEET THE BRIEF AS A WHOLE:

My campaign does definitely meet the client brief as a whole due to all the elements that I used on my advertisements requested. The company Carter Soft Drinks requested for 3 different adverts to be made. I created a billboard (print), a social media advert (online) and a audio visual advert (broadcast). The three advertisements were being targeted at primary audience of 30+ and secondary audience of 13-18 year olds. All 3 of these adverts followed the same continuous house style and colour scheme throughout which made it a very recognisable campaign. The style would help appeal to both of the audiences and make them want to buy the product in the future.

Throughout the campaign, the drink is shown to be a healthy, natural flavouring and sugar free drink to engage the audience with a tasty, refreshing healthy drink. All 3 of my advertisements further reinforce these facts of the drink which may help encourage people to buy this healthy drink other than more unhealthy, fizzy drinks. 

The campaign does well to keep this continuous style and help lead to a viral, successful campaign. One of the most important kept things in the 3 advertisement is the slogan '#FruitFrenzy' which is short yet very memorable and engaging. The slogan helps explain the product with the 'fruity' side as this reinforces it is a fruit flavoured drink. The USP is also on each of the advertisements as this is the most vital part for the success of the product and this will talked about by the audience. Overall the campaign meeting the client brief helps to the success of the campaign.

LEGAL AND ETHICAL ISSUES OVERCOME:

The main way the whole campaign will overcome legal and ethical issues is by on the advertisements only publishing them with elements that are owned by myself or use elements that I have permission from the company to use e.g. Phizzwizzard's logo I have Phizzwizards permission to publish with their logo. Creating all the elements myself allows no worries for copyright as I would only be using my work. For example, I will create all the advertisements myself on Photoshop etc.

Another large ethical issue I will have to overcome is making sure none of my advertisements lie or will offend any audiences. I will do this by making sure I see what ingredients goes into the drink and making sure these are healthy. I also must make sure when advertising the drink , the typography says nothing offensive or harmful. The same for the audio visual advert where I will make sure the actors say nothing offensive and the video only portrays the truth. I will also make sure that the product looks and tastes how it is promoted on the advertisements. 

I will also make sure the advertisements I produce follow the ASA guidelines so my advertisements don't get taken down or I don't get fined any money. I will research all the guidelines and be sure to follow them so I can advertise and promote the product correctly and lead to a success.