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".
Sunday, 15 February 2009
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.
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.
Thursday, 29 January 2009
Advert 2
This is my advert 2 so far. I really think it is shaping up nicely, I learned from the experiences with the 1st advert that I should just film it all in one go and re film what I need. As I have said before the weather was a problem yesterday, but overcome by filming inside. It still needs a soundtrack at the start I think, not sure what yet but just something to match the awkwardness, nothing with lyrics really just a beat. Plus I need to edit the song at the end to be quieter to hear Steve, and need to add something to show the product more clearly, maybe just a title saying "Calvin Klein Obsession" along with "release your inner essence". I think the music I do have works perfectly as it has all the sexual connotations that come with Marvin Gaye, adding to the fragrances effect and i edited it to cut out a part not needed so t have the part at the start everyone knows (especially my target audience) and then goes to "lets get it on".
The main point of this advert is to have a girl saying something she would never say, ie liking the boy farting, so this liking is created through the power of the fragrances effect. Furthermore its a parody of "release your inner essence" hence the fart, which I believe will be appealing to the males (has been very positively commented on by males on Facebook so that proves my theory). Advert 1 is aimed at females whereas advert 2 is aimed at males because Calvin Klein Obsession is a uni sex spray.
Wednesday, 28 January 2009
Todays filming - advert 2
Today I filmed advert 2. I have learned from the 1st one and filmed all the shots in one, so I only need to film again for re shoots. I think the footage I have is very good, and will amount to a very good advert, I couldn't film outside due to the weather (again!) but thought it wouldnt change to much having it inside. I will put up what I have tomorrow or Friday.
Advert 1 so far
This is my advert 1 so far, as you can see I have re filmed the lads so its all in the same weather, plus I have changed the music so to fit in, which I found very difficult as the singing really makes it hard to edit as you can tell where its been cut, so I worked on this and am very happy with the final out come. Still need to change the photo and titles, which I will do once I have a picture of Jess, which i may not be able to do tomorrow as she has a test, but Friday hopefully can do this and have a lot of frees to work on this, furthermore need to geta girl again to say "release your iner essance" as its very quiet hence why its at the end which doesnot work, and will have this done by friday, so far on track!
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