CMP

Monday, 11 April 2016

3.1- Advertisements must not materially mislead or be likely to do so.

My advert will not be misleading anyone as it merely shows people using the product and enjoying it. The advert will be showing how much fun you sre able to have with the product.

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

My advert is attempting to convey the idea that with the object people are able to have fun and because of that be happier. However, this may not apply to everyone and although it is a slight exaggeration it would not be considered "puffery" as I will ensure that I show an accurate representation as to what using the product is like.

08- Distance selling, rules governing marketing communications that allow readers to place orders without face-to-face contact with the seller. Covers cancellation and refunds.

I will be adding in information on the financial side of the product at the end of the ad, on it I will ensure that the customers are aware of their right to refunds and other such things.

10.1.2- Betting systems and products that are intended to facilitate winning games of chance.

In my ad there will be some shots of people playing in an arcade on the pier, however I intend to make it clear that they are not taking it seriously, that they are merely playing with freinds and doing it for fun.

32.1- Broadcasters must exercise responsible judgement on the scheduling of advertisements and operate internal systems capable of identifying and avoiding unsuitable juxtapositions between advertising material and programmes, especially those that could distress or offend viewers or listeners.

I will be making sure that my advert is played during the time that my target audience is watching, which thanks to my focus group I am aware of.

1.1- Advertisements must reflect the spirit, not merely the letter, of the Code.

To do this with my ad I am ensuring that I have fully read through the CAP guidelines and have followed all relevant rules to my advert.

Location Plans.

Location: Brighton Seafront

Will be using shots involving people on the beach, people in the sea and someone jogging along the promenade. Will not be having any privately owned property in any of the shots, any shots that are wide shots will feature the pebbles and ocean.
The bonuses of filming at this location include; natural lighting, no cost for facilities, minimal cost to travel, if the shoot will take more than a day the setting will stay the same. close to the town centre- easy for those travelling and for the purchasing of refreshments. However there are also drawbacks to using this location such as; the large body of water that is the sea which can be unpredictable, there are no power sources, it is a public area so there is a chance of pedestrians getting in the way, it is also outside meaning that the shoots will be weather permitting, people will need to travel to venue, once the sun starts to set filming will have to stop as there is no other lighting.

Location: Brighton Pier

Will be using shots involving people on rides on the pier, in the arcade and walking around the pier.
Strengths to filming at this location are ones such as; minimal travel cost, close to town centre and train station if needed, pier provides own lighting so not limited to day filming, food available on location, people already around to ensure the well-being of those on pier so if something goes wrong help is very nearby. Limitations to this location; it's a public area so pedestrians may get in the shots, no power sources, cannot control for noise, may be weather permitting and I cannot control for which rides will be open when filming.

Location: Brighton Sealife centre

For this location I will be following a couple around as they look at the attractions at the centre.
The strengths to filming at the sealife centre are ones like; inside so weather is irrelevant, no cost for facilities, close to town centre, sealife centre provides own lighting and I do not need to provide animals for the scene as they are already at the centre. Limitations to filming here however include; the centre has specific opening and closing times which will have to be worked around and it is in a public area so I cannot account for pedestrians in the area.

Friday, 25 March 2016

Pre-production: Synopsis.

To advertise Spotify premium for students I have decided to create one 60 second advert that will show how often music is in peoples lives and how music makes everything better. Showing how they would benefit from being able to have music everywhere. My advert will be focusing on people aged between 16-14 as they are likely to be students and therefore fit the product requirements. I will be targeting both males and females within my advert as my research found that both genders were likely to use Spotify. I will use a diverse range of people to act in the ad to highlight how it really is for everyone. The advert will use a load of candid shots of teens having fun and doing everyday activities. I will be cutting between five different activities with a range of people taking part. As the ad is being marketed at all teens I will be incorporating a variety of hobbies and activities. The use of the different activities will work to create an aesthetically pleasing compilation of where Spotify can be used, showing how it fits in with all everyday activities. As having access to music easily and on the go is the focus of this ad, I chose it because the product appeals to my demographic already, because of this people will already be interested in the product all my ad has to do is sell it. My ad will be called "The soundtrack to your teen years/youth." This is to imply how key having Spotify is to a person and that they should invest in it to make the most of their youth. With the advert my goal is to get across the idea of how fun music can make things, that music makes things better. The activities that I will be showing will be stereotypical ideal activities that young people do, the advert will suggest that with music you too can have as much fun and be just as idealistic as the people in the ad.

My focus group helped me develop some ideas with this advert as after showing them some previous ads that had been done they commented that they really enjoyed the focus on the candid style as it made the ad seem a lot more fun and carefree, almost as if they themselves were a part of the action. I also found out, through my focus group, that a narrative was the advertising type that they most enjoyed was a narrative. Following this I will be creating a narrative within the different people that the camera involves.