Tuesday, 24 February 2009


Since the start of my coursework I have made significant progress with my adverts, yet I feel I am still behind where I would preferably like to be. The reason for his I think is problems with time management at first, initial planning issues and inexperience with filming. I feel personaly I have developed a lot within myself in terms of planning my time, as honestly I see English as my first choice subject which I planned my future around (English and PR at university, going into PR and then eventually becoming an English teacher) so I thought I needed to put most my time and effort into English. However I have now learned that although my future may primarily focus on English I need to focus on all 3 of my subjects to get to university and put all my effort into all 3, as I have no problem with putting full effort into everything so now work to my full capability, not just in school but everything in life, and doing this coursework has taught me that all aspects in my life are equal, all parts of my life must be equal to achieve my aspirations (which are clear in my mind). This applies to my adverts as when I started I did lack behind with my planning which has effected the time I can put into each, however I have greatly improved this to work to my full potential, so now I feel what I am producing now is of my highest quality. Yet the time management issues at the beginning mean I am under pressure with the deadline, but I know I thrive under pressure so hopefully will still bring out my best.

In addition to time management skills, which will be incredibly important for PR I also feel I have developed and matured my creative side. Such skills as manipulation through what is communicated to the audience, and how to control this to divulge the ideologies which I want to show, a vital characteristic for PR which is good to mature through this, as before it was only seeing how others did this through literature. Furthermore another skill I have matured is Independence, I knew right from the beginning of this coursework that I wanted to work alone as I do like to get credit for my work, but also learn best from making my own mistakes. The mistakes I have made I have learned from (such as filming the hole advert in 1 go instead of sections). I have been like this for some time in my own life, however can put into action this characteristic was important for me, because as they say "words are cheap". I have proved to myself and others I am able to work by myself very well, under pressure and growing my understanding of new skills, as I have a hunger to learn, so to achieve my goals in life. This Independence was important to prove to myself as I have always worked well in a team, either leader or follower, but felt I had this side to myself but needed to prove I can work under solitude, which I can. Moreover for PR I learned that an in-house job is necessary, s from my adverts I have discovered I enjoy working on something I have a passion for, and could not work with a product I dislike as I know I have a lot of passion which I need to capulise upon.

I have for some time been a deep thinking person, not only about my own life but with such things as English literature or even music lyrics. This has developed though my coursework as it has given mean opportunity to evaluate my own work, reflect on it and analyse. I feel as of now I have a very good advert 1, meeting the codes and conventions I set for myself through my research, likewise advert 2 fits perfects and works very well. Although I would have liked to been able to finish them by now, but due to a poor start that isn't the case, but now I've improved my work ethic I'm getting there a lot faster and am on the right track.

My next steps are to complete advert 2 by re filming (planned for Thursday) and editing (Friday) and completing advert 1 by getting the picture which I need and the voice over. I will then start advert 3 hopefully the 1st of march, leaving enough time for re shoots and editing.

Thursday, 19 February 2009

Comparing my Inspiration for Advert 2 to the actual advert

As I have already stated previously I am planning to re film advert 2 so cant compare it too much, however will compare the ideas and concepts whilst picking up key codes and conventions from it. The advert I am comparing mine to is in the below post.

Key Concepts from the advert;
  • Music that fits the one of advert
  • Close ups
  • Quick cuts
  • Subverting typical women stereotypes
  • Lots of Dialogue

These I feel are the main techniques which make the work so well.

The first thing that a viewer will be drawn o is the music, this is what will catch there attention if they are not watching or if they are will set the mood. This advert utilizes music very well as it fits the parts that are meant to be seductive whilst adds to the humour of some parts. I feel the music I chose, "Marvin Gaye - Lets Get It On" achieves this also. It adds to the humour with subverting typical stereotypes of women as the music has to be seductive as it is a paradox of the usual impact of a fart. No song is better than "Lets Get It On" I feel as it is an iconic song representing sexiness, along with its lyrics, and can also reach a wide audience as my target audience will know of Marvin Gaye and more then likely be a fan so the music will catch their attention. It is for that purpose along with the seductiveness I chose this song, which also provides humour as it goes completely against the typical reaction to a fart, comparing to how the Lynx advert contrasting stereotypes.

Furthermore close ups are used to a great extent within the advert, they draw the viewer in and make them feel part of it by making the audience feel as if they are included. With my advert I have also included a lot of close ups to show the reactions of the people as they are key, not only to tell the story of disgust and then seduction but the impact of the fragrance which is the main ideology behind it and what I want to sell the fragrance to my target market through.

The inclusion of quick cuts within the Lynx advert provide the purpose of quickly going from one seen to the next, emphasising how many girls it can attract. However my advert only has one seen unlike the Lynx one which has many, so my cuts do not provide the same purpose. There are a few quick cuts such as when the boy sprays himself as it shows the speed of which the impact takes place whilst emphasising the product. Though are many cross dissolves and fade ins and outs which slow down the pace to go with the seductive tone which is created by the music.

The subverting of women stereotypes in the Lynx advert works very well as it creates the humour whilst showing the impact of Lynx. My advert I feel does this also very well as it has the humour of the girl liking when the man farts, emphasised by "I love your fragrance" which also represent the impact of the fragrance, moreover humour is made through the parody of "release your inner essence".

In the Lynx advert there is a lot of dialogue which creates the humour. I am not sure though if dialogue is needed as much in mine as the scenario is already made obvious through the diegetic sound of the fart and the music, whilst the line "I love your fragrance" merely adds to this. I feel more talk is not needed as the close ups of the reactions can tell the story better,m whilst the music and sound adds to it.

Sunday, 15 February 2009

Inspiration For Advert 2

This is the advert which gave me the idea for advert 2:

This is the advert I will compare my advert 2 too when complete. I got the idea of a man farting and a girl liking it from this advert as it subverts the typical impression of women and what they would say in these situations, caused by the fragrance. Furthermore I though the fart would be a good parody of "release your inner essence".

New Idea For advert 1

After comparing my advert to the Lynx one I also had a great idea for the still photo of the fragrance for my advert. Above is a still of what inspired me.
I think for my advert one instead of having Jess hold the fragrance which would be so cheesey and cliche, I felt I needed a new idea. So my idea is having a still of the lads when steve has fainted, so a gap in the middle, and I will photoshop the fragrance over the gap in the middle. This will connote to the viewer the fragrance is what caused the men to be amazed. Furthermore having "release your inner essence" above this will show what happens when you spray the perfume, emphasised by the bottle. I will think this over, however I am thinking this idea could work very well.

Analysis so far

I feel I have already said what I wish to proceed with doing after half term, with regards to re filming and the 3rd advert. Although I believe now would be a good time to be reflective, however since my advert 2 will need to be re filmed I can't evaluate it to the extent I want to, so will focus on advert 1, which still needs a few minor tweaks such as the voice over and fragrance photo with the titles, but is pretty much complete.

Firstly to do this I have found another advert of very similar style, to compare my ideologies, theme and codes and conventions to.

Well the obvious difference is this is targeted solely for men, whereas my fragrance is uni-sex which means I have to appeal to both genders, advert 1 is more focused to market to females, but still has appeal for men, whereas advert 2 is mainly for men but ladies can see the funny side of it and buy into it also.

The first thing that draws the viewer in in this advert I feel is the music. The soundtrack is very uplifting with a catchy rhythm tat will stay in the audiences head, adding to the adverts success as it impacts the viewer. Furthermore this music is diegetic sound as they are in a club, emphasised with the beaty 80's music, denoting they are in a relaxed place having fun, and appealing to a younger market that will go out to clubs, and the older range of people who go out often as they will know the song. The music captures the essence of what is happening, emphasising the fun and appealing lifestyle, presented also through the lyrics "I like to party", proving once more whom the fragrance is aimed at, the younger who go out to clubs often, any skin colour as the music is fun and full of rhythm with the added appeal of it being R&B to appeal to a more African American segment, moreover it is seen as an advert appealing to the younger as some older adults would not approve of the culture of clubbing and picking up girls.

This compares to my advert as the music is again very likable, with a good fast paced rhythm that will appeal to most. The lyrics also can represent the narrative, "here she comes again" portraying she is on their mind through "again", yet also implying they do not pay to much attention to her, similar to the opening of my advert. However the chorus "shes at the top of her game" connotes how she is sexy, appealing and on their minds, shown through my footage of the boys looking on in awe. These lyrics also show that the girl can be appealing and attractive through spraying the fragrance which gives her the confidence to release the naughty side concealed in her, "release your inner essence" represents this, and poor the water down herself to attract the boys. Although both very contrasting of music, they both portray the same emotion of having fun, which I want Calvin Klein Obsession to denote, hence why I changed the typical PR marketing of it being sophisticated and only for the beautiful, as spraying this perfume will release your inner beauty/naughtier side. Another big paradox with my music is that it is not diegetic, the Lynx advert being in a club allows for music to be there, however mine had to be added as obviously outside there is no music. Although I did notice there was no sound of footsteps or other diegetic sounds in the club, which is a common code and convention with these types of adverts, hence why in mine there is no sound of footsteps, water flowing or sound of the boy hitting the ground, as it would take away the impact of the song. I think the song works really well, it compares to the professional advert in impact as it is a song which will stay in the viewers head, reminding them of my advert, furthermore t sets the scene for my advert, it is the first thing that the viewer will notice so has the effect of alluring them whilst portraying the scenario.

In addition to the sound giving it pace, in the Lynx advert there is also only mainly straight cuts, which adds to the speed of it. This I have followed to some extent within mine, especialy with the bit where she sprays herself, which I wanted fast as it represents how fast the fragrance is to work. I think this comes of really well as there is a variety of different shots which emphasises the fastness of it. Furthermore this speed is established by the contrast of slower cross dissolves and fades earlier on in my advert. I used this editing as I felt I first needed to establish the narrative, which was not shown through the mice en scene like the club in the Lynx advert. I felt also it was needed to establish the setting a it is key to portraying the meaning of the advert and the impact of the fragrance. I think my choice of editing works very ell as it gives pace when needed but slows it down when necessary.

Something I touched on before was the variety of shots, within the Lynx advert there are only a few different ones, as most are mid shots or close ups. This is the same in mine, most of the advert is in mid shot view so the audience sees the main action that is progressing. Although I did use a long distance shot for my establishing shot to present that the boys where walking and it sets the scene well. The close ups where only used in my advert when Jess is spraying herself and when she is pouring water down herself, it was important to have close ups here as it brings the viewer more into the action, emphasising what she is doing and the importance of it. I think these shots worked well, however I do wish I had a few more close up shots of her pouring water as I feel it lacks to some extent, although I think I covered this up well with the boys actions after she had done this.

I would say the one aspect of my advert I am disappointed with is the mise en scene, it shows it was a cold day, wet and windy and dreary looking building do not portray the fun theme I wanted. Especially comparing to the Lynx advert with a club being the setting. If I could change this I would have it on a sunny day on a nice park or field somewhere.

Overall I really like my first advert, it portrays the ideologies and themes I wanted it to whilst showing the impact of the fragrance which I wanted. I put my advert up on Facebook and this is some of the feedback I have had, which I value as they fit my target audience. "thats amazing!ahahaha the guys make me chuckle and jess looks so smug lol" and "thats wellll goood!". So I think with my first advert I have met the codes and conventions well, subverted the typical marketing PR of Calvin Klein and made an advert that appeals to my target audience.

Wednesday, 11 February 2009

Advert 2

I was planning on re filming today however was unable as my main actor has rehersals for his perfoming arts performance tomorrow, so looks like will have to wait until after half term. Although I am again determined as soon as possible will re film as before had a prety much completed advert with he only main problem bieng the setting, so I believe very early next half term will have my second advert completeted.