changes I have made in my final adverts

 As many of the problems related to my TV adverts were issues that could easily be resolved from the feedback that had been given to me prior in my presentation, I was able to use some of the feedback:

• Using a seductive voice in my advert

Originally, I was planning on using a seductive bunny voice in my advert to entice the audience into wanting to buy the chocolate bar. It was because in the prior Cadbury chocolate adverts there was a bunny with a seductive voice and I wanted to bring back the nostalgia to the audience which would make them want to relive the past and buy the chocolate bar again. Instead of the seductive voice, I had completely scrapped the idea and now instead went for the characters talking in the advert’s scene which I think is much better suited for the advert. The reason for this is because the characters are able to sell the chocolate to the audience much better than the seductive voice would’ve, which will increase sales of the chocolate bar.

• Changing the setting of the characters standing in the advert, to then now being seated.

The reason for why I had added this small change is although it’s quite small, it plays a big aspect on how it would impact the audience into wanting to buy the chocolate bar. This is because, usually when people are eating a chocolate bar in school with their friends, they would be sitting down at a table and enjoying it together whilst talking to each other and I want to portray that in the advert as it would make them want to buy the chocolate bar.

• Changing introduction from my character just walking into the classroom, to her whole journey to the classroom

I had implemented this change into my TV advert because I felt as it provided much more emphasis on the narrative aspect of why she is actually holding the chocolate bar in her hand in the first place. As before it only showed her coming into the classroom with the chocolate bar in her hand and presenting it to the camera but is now showcasing her journey to the classroom with many of the shots being the chocolate bar in her hand, which the audience will see and it will create suspense as to what she will do with the chocolate bar. This will entice the audience into wanting to buy the chocolate bar.

The images showcased below, indicate what I had to do in order to come up with these changes in the first place, the steps I had to take to make these changes actually happen and the regulators which cannot be included in my advert:

Amended pitch for my final idea

Evaluation

Cadbury dairy milk caramel TV advert

 

Legal and Ethical Consideration with my final pitch

 Legal and Ethical issues:

When creating any type of product (advertising), you have to consider the legal and ethical issues. When advertising in the UK you have a range of different laws that need to be met in order for it to be shown anywhere in the UK and for it to be a success. 

When I am producing my advertisements, I have a legal responsibility which means that I need to make sure all the advertising is: 

• An accurate description of the product and service  
• Legal - The advert reaches all the criteria of all the laws and rules which I've considered. 
• Decent - I've made sure that the advert is decent and worthy to be shown on the television.
• Honest/Truthful - When producing product, I made sure that I had all the facts about my product with no misleading information. I've also reviewed the honest opinions about the product about it being tasty and spreads happiness; I've involved in into my advert. 
• Socially responsible - I've ensured that my advert is responsible and fits the target audience. Doesn't include any harmful actions or anything illegal. 

Another law that needs to be considered is The Consumer Protection from Unfair Trading Regulations 2008. Within this law i shouldn't:

• Include false or deceptive messages
• Leaving out important information
• Using aggressive sales techniques 

Also, there is specific requirements for specific products:

• Food
• Alcohol
• Beauty products
• Environmentally friendly products
• Medicines
• Tobacoo

The one I'll be doing for my advertisement is food since I'm doing my advert about Dairy Milk Caramel. Produces must be careful since specific products has their own requirements they have to follow.

There are different advertising codes and practices:

• The committee of Advertising Practice (CAP) - covers all non-broadcast advertisement. For an example, print and online. 
• The broadcast Committee of Advertising Practice (BCAP) - covers all broadcast media advertisement. For an example TV and radio.

Violence/offensive language/behaviour/material/ Public interest/ slander/libel	In this advert is if there are any slander. You can’t lie about a person or impersonate a person.	When the characters in my advert are viewing the chocolate/tasting it I must make sure it doesn't have any form of violence. This will ensure it’ll follow ASA Guidelines.	To manage this I’ll work with my cast and make sure they’ll use an appropriate expression that is realistic. This will ensure that when watching my advertisement the audience would gain a satisfaction when watching the advert since it’ll still be in the guidelines of ASA with manners.
Ethical 2  Violence/offensive language/ behaviour/ in this advert is if there any material/public interest/slander/libel	When watching the advert younger audience may watch the advert and find many scenes to influence their behaviour in a bad way. The advertisement may include bad behaviour.	My company may be put under legal issues due to an impact of the younger audience may imitate bad behaviour.	When managing this I'll make sure that my work doesn’t include content that the younger audience may get bad behaviour from.
Legal 1  Violence/offensive language/ in this advert is if there is any material/public interest/slander/libel	One legal issue is that in some areas I need permission to film. I’ll need to ask for permission at certain locations due to their policy.	This will have an impact since I am filming in a class room which means I’ll need to ask for permission to use it.	I’ll manage this by asking permission from my media teacher to use the classroom whenever it is free. If I'm unable to use that specific class room I have a backup classroom in the music department.
Legal 2 Copyright/intellectual property rights/performance rights/ permission to film/royalties	Another legal issue I need to consider is using copyright free music or asking someone for copyright permission to use their music.	This will impact my advert due to me needing music/sound effects so that my audience is engaged with my advert. Music makes my advert more interesting and memorable so that they can come back to it.	I’ll manage this by either creating my own music since I can create music (I am a music tech student) or I will go on Youtube and find copyright free music and sound effects.
Regulation 1 ASA Guidelines	The ASA guidelines state that I cannot promote excessive eating in our advert for our product.	When including excessive eating in my advertisement due to that having a negative influence on the public and my target audience. This would violate the ASA guidelines.	When filming I will speak to my actors and make sure they’ll take only a few small bites of the product so that this avoids any negative impact of excessive eating and is not promoting it.
Regulation 2 ASA Guidelines	The ASA guidelines state that I cannot involve anything that will reflect violence in my advertisement.	This product is a mainstream product (chocolate bar) which would have all age groups. Including the younger and older population. This is critical to not include any violent elements since it may have influenced the audience.	To manage this I’ll go on the ASA Guidelines website and view the regulation rules and codes. When following these guidelines it’ll ensure that no violent content is present in my advertisement.

Here is a summary of how I considered the legal and ethical issues: 

cast/crew list

 

Production schedule

 

Risk assessment

 

Call Sheet

 

Storyboard

 

Radio advert

 

Radio Advert : https://youtu.be/bIW5jXi6Qvs

Final Pitch For Final Idea Video

 

Final Pitch For Final Idea Video

The video shown above is my final pitch for my TV & radio advert that I will be making. At the end of the video, there were several inquiries given to me by shareholders about certain aspects. Here they are:

• What is your backup plan if your ideas do not work out?

If my initial idea doesn't work, I would use my idea for idea 1 or 3 because they are based in a different location to my current idea that I am going with like for example the park. The locations for the other ideas are near to the school (which is my initial idea) meaning that I would be able to quickly change, if something were to go wrong. Furthermore, they have a similar baseline to the other ideas so there will not need to be a lot of preparation done if said scenario does occur.

• Why have you used a seductive voice in the radio advert?

The reason for why I have used a seductive voice is because in the old Cadbury dairy milk adverts there was a bunny which already had a seductive voice and I want to bring back the seductive voice in this advert as well, to bring back nostalgia and memories to the audience/buyers that have purchased prior to my advert. This seductive voice will make them feel like they’re in their childhoods again when they are coming back from work after 5:00pm which entices them to want to buy the chocolate for this nostalgic feeling. Although children may see the advert with the seductive voice, they won’t be able to tell that the voice is in fact seductive but this is based on whether I am able to find a suitable seductive voice for the bunny.

• You said that you have chosen the school for filming your advert, why did you choose the school in particular and not somewhere else?

The reason why I have chosen the school in particular for my filming choice of my advert is because of the accessibility of necessities that we have and most of all it will be much easier for my actors that are part of the radio advert, to meet up in our free time, break time, etc. Also because the environment is a school, the target audience will be able to relate to it and by seeing the people in the advert eating the chocolate in school, it will make them want to follow along. This would drastically increase the amount of sales of the chocolate bar among 16-24 year olds and heavily on school/university children.

• Why did you choose Cadbury caramel chocolate?

I chose this specific chocolate because I am an avid fan of this chocolate and it reminds me of my childhood since I used to eat it a lot when I was younger. There are also many different varieties of this chocolate like in an egg form or even ice cream form, this will make it much easier for me to advertise it and show it off in the advert.

• Why did you choose those adverts that you did in the presentation, how are you going to base that on your advert?

The reason for why I have chosen the three adverts in my presentation is because the music used in those adverts is something I would also use in my advert as well. Furthermore, the way they have laid out the advert will be something similar to what I will be making my TV advert look like but I will add my own little tweaks to embark my signature on it. I really enjoyed the adverts that I had chosen especially the one with the woman eating the chocolate seductively, which is one of the main reasons as to why I wanted to use a seductive bunny voice in mine as I feel as it would make the audience want to to go out and buy the chocolate.

• Could you mention your target audience and the goals you set to target that type of audience?

My target audience mainly consists of young adults who go to school, university or work which is one of the reasons as to why I had set my production location at school because it will relate to them once being in that position, enticing them to wanting to buy the chocolate bar.

TV advertising

TV Advertising

Coraline

Shrek

Techniques & Applications

Coraline

In the Coraline trailer we can see that there is a obvious message which is identified. The message is that Coraline the girl goes a finds another world with another family. However the trailer doesn't show how her parents are the key to the other world. This s where the message comes from. Family is irreplaceable.

Shrek

In Shrek we can see how there is a huge adventure that Shrek and Donkey have to go through. The key message is hidden and is subtly implied. By doing this, this allows people to be intrigued by the film and wanting to watch more/wanting to know what will happen next in the film.

Emotional responses or association

Coraline

In the trailer we can see that there is a lot of emotion showing from the main character. As this is shown in the trailer as we can also see how that emotion reflects onto the audience. Feeling distressed, mad and sad. This helps the audience be intrigued on what going to happen wanting to watch more. This displays emotions and how it's ok to feel emotions no matter what's happening,

Shrek

The trailer has something that many films don't have. This is the unique selling point. This trailer having many different adventures help the audience want to know what will happen next. Did they get the princess safe? What happens afterwards? This trailer can also be relatable, since people have to do stuff (go on a adventure) to get things. This mission will be something people can relate to. When people watch this film they get to understand that anything is possible. Be yourself and you will get positivity. 

Final Pitch For Final Idea

 

Flat plan for print campaign

 

Shooting (TV Advertisement) Script

Shot No.	Location	Shot type	Angle	Movement	Duration	Sound notes	Descriptionof Action & Character Notes	Graphics & Supers	Location & prop notes
1	School	Close up	straight	Hand held	00:00	Talking - music in background	Group of students talking	4k resolution	School Caramel chocolate Table Chairs Bags School stuff
2	School	Close up	Straight	Hand held	00:00	Talking - music in background laughing sound effects	Another student comes to talk about the chocolate	4k resolution	School Caramel chocolate Table Chairs Bags School stuff
3	School	Close up	Straight	Hand held	00:00	Talking - music in background	Talking about the chocolate, showing it	4k resoution	School Caramel chocolate Table Chairs Bags School stuff
4	School	Close up	Straight	Hand Held	00:00	Talking - music in background	Talking about the chocolate	4k resoution	School Caramel chocolate Table Chairs Bags School stuff
5	School	Wide shot	Jumbled	Dolly	00:00	Talking - music in background	The character disappears as the logo shows at the end	4k resoution	School Caramel chocolate Table Chairs Bags School stuff

Story Title : Cadbury’s Caramel Chocolate (Radio script)

 Story Title : Cadbury’s Caramel (Chocolate Radio Script) 

Timer	Script	FX	Music
00:05 00:07 00:12 00:16 00:20 00:24 00:26 00:28	Narrative: Do you remember Cadbury Caramel Chocolate? Narrative: Well… I have some good news! Narrative: It’s back once again ready to provide you with the best energy you will ever have. Narrative: Get ready to eat it once again for a limited time only. Narrative: This amazing product will bring two flavours together and allow you to have the best out of both worlds. Narrative: It’s available worldwide now Narrative: Take a break and eat! Narrative: Sweeter the better!	During this radio advert there are not going to be as many visual effects. This is because the advert will be on the radio and it’ll be heard not seen. Therefore with FX there is not going to be much effect. However, with music it’ll help convey what is really happening in the advert. This helps the audience to get attracted to the advert and make them want to go and pick up the chocolate.	During this advert there are going to be elements of music. The music will help the audience be engaged and help them form a good opinion over the chocolate. Therefore I will use certain music from a Cadbury's Caramel advert. It’ll give the audience nostalgia. I will reference that at the end.