Following on from the previous Creative iMedia unit (creating a digital video sequence), your next unit will be unit 203 “composite video effects”.
This is a unit on special effects, specifically the use of green screen. Having researched, planned, filmed and edited a short video sequence for your previous unit you will now apply those skills for the research, planning and construction of an advert, which incorporates video effects.
As with your previous unit you have some research and planning tasks to complete for this unit but we will start by looking at the brief you will be working to:
ASSIGNMENT BRIEF
Brief:
You are a part of the technical crew in a production company, which uses green/blue screen technology. The Company has been commissioned by a travel company specialising in activity holidays, which include safaris, backpacking, snorkelling, skiing, snowboarding, etc to create an advertisement.
The client will be targeting people who have an interest in activity holidays who will be able to view this advert on the Internet.
Your producer has asked you to plan an advert to promote their holidays. You will need to source footage for various holiday destinations to be used as the background for the sequence. You will need to have the following:
Two backgrounds of different possible holiday destinations
At least ONE green/blue screen sequence
To include a simple graphic title, which could include an original slogan for the
advertising campaign
Additional information should be included with your work that identifies the sources and permissions for the assets used. In particular, log any material needing copyright permission for it to be reproduced in the public domain.
Q&A:
What is Green Screen Technology?
What are the advantages of using green screen technology?
What are the disadvantages of using green screen technology?
Q&A:
What are the adverts saying?
What is it showing the audience with its visual representation?
Who is the advert aimed at (which target group?)
Brainstorm/list what do you expect from a good holiday experience?
Target Audience:
Some basic questions:
who is the target audience?
Who is the ad talking to?
Why have the particular images and ideas been used to target?
What is the line of appeal?
How has the advert picked up on intertextual and cultural knowledge to appeal?
Target Audience:
Some basic questions:
who is the target audience?
Who is the ad talking to?
Why have the particular images and ideas been used to target?
What is the line of appeal?
How has the advert picked up on intertextual and cultural knowledge to appeal?
How do adverts work?
People will often claim that they are not influenced by adverts. The evidence refutes this and shows that good advertising does work. Agencies such as Saatchi & Saatchi have built huge businesses on the success of their campaigns. Advertisers appeal through the dreams and aspirations of the consumer. Which mother would not want a happy baby? And if a particular brand of nappies does it then surely that is the brand to buy. Or which pet owner doesn’t want a lively, healthy animal; or housewife washing that is cleaner and whiter; or a young person a holiday full of eastern promise…it is the role of advertising to create these needs in us. There is an acronym for the way advertisements work. It is DRIP:
People will often claim that they are not influenced by adverts. The evidence refutes this and shows that good advertising does work. Agencies such as Saatchi & Saatchi have built huge businesses on the success of their campaigns. Advertisers appeal through the dreams and aspirations of the consumer. Which mother would not want a happy baby? And if a particular brand of nappies does it then surely that is the brand to buy. Or which pet owner doesn’t want a lively, healthy animal; or housewife washing that is cleaner and whiter; or a young person a holiday full of eastern promise…it is the role of advertising to create these needs in us. There is an acronym for the way advertisements work. It is DRIP:
D – differentiates a company’s products;
R – reassures and reminds consumers of the benefits of the products and services;
I – informs people about an advertiser’s products, services or cause;
P – persuades people that they should believe what they see in the ad and to take action in the light of it. (ASA.web site)
(Referenced from "Teaching TV Advertising" by Auteur publishing)
Q&A:
How would you make your advert/holiday company stand out in a saturated market?
Activity: Brainstorm some initial/preliminary ideas for a TV advert that would fulfil the special effects criteria set out in the brief, reach the target audience, incorporating the principles of D.R.I.P as a guide.
Discuss ideas with the group.
Activity: Set up an A3 PPT page and create a Moodboard which reflects the style, look, target audience and ideas for your activity holiday.
Activity: Set up an A3 PPT page and create a Moodboard which reflects the style, look, target audience and ideas for your activity holiday.
