Relevant Research For Our Advertisement

As part of the group I conducted some research into previous diet coke adverts as our brief clearly stated that our advert had to be aimed at women in a particular age range of our choice. So we choose and age range of 18-45. Below is the research I conducted and explanations of the advert etc.

Previous Diet Coke Adverts (Group Research I conducted)
http://www.youtube.com/watch?v=l0O8t4zXQy8 

Diet Coke Advertisement with hunk.

One advertisement that caught my eye when conducting research for the group was the diet coke ad with hunk. This advertisement is completely different to my concept but the style fits with the type of message we want to convey through in our idea.

The advert is animated, and has a group of women holding and drinking diet coke whilst getting into a lift at what looks like a business place. Whilst the women are going up in the lift the video jumps to a clip of a man standing in front of security screens watching the girls in the lift, we then see the "hunk" being lifted down into the lift where the girls are. The girls look impressed as the lift opens, and they walk out. This advertisement narrative is about diet coke being for women and that it attacks men! The aim of the advertisement is to attract women or men into buying diet coke. There is nothing dark about this advert at all as there are mainly bright colours used throughout. The structure of this advert is really simple as it's only 40 seconds long. Which I like as it doesn't bore you, making you want to buy the product. The advert creates a happy situation throughout then sells the product at the end with a slogan "Create your own diet coke break"

This particular advert appeals to the audience we are trying to appeal to. The advert shows three modern, working women  looking at an attractive male which is the stereotypical nature of the audience the advert is trying to attract. They are dressed well, and there hair and make up is well done. This is the new image of the modern women which we will need to adopt in our own advert. The advert also has an interesting spin on it as it is usually women used as an object of sexual appeal but this shows a man instead. This will appeal to women as it portrays them in a new light and in a position of power which represents the new image of women. The actual product is shown frequently throughout the advert which solidifies in the viewers head what is actually being sold.



Love It Light Diet Coke- Commercial

http://www.youtube.com/watch?v=0cNgwoAl2SM

This advert is called "Love it light" by Diet Coke. This advert is similar to the last diet coke advert I looked at. It was shot in a completely different manner to the majority of coke ads in the fact it uses puppets. However the narrative is very generic for a coke advert as it shows the modern women in the workplace. The advert shows women in a position of power in the workplace which is typical of a coke advert as it attracts the target audience it wants to appeal to ( working women, 18-35) The women are dressed smartly with there make-up well done; looking like they're at work in an office. The concept isn't pushing or forcing you into buying the product straight away. This is why this advert influenced my idea. 

The whole idea of the "Love It Light Diet Coke Ad" is that diet coke calms you down as there is an animated woman carrying lots of files getting really annoyed and her work colleague tells her she has to lighten up, so she picks up a coin and throws it into the Diet Coke vending machine where the woman who is angry starts smiling as the money goes into the vending machine, and starts dancing with her colleagues as she reaches her foot out using her heel to select a drink, collects her drink and starts drinking a dancing happily. At the very end on the Commercial there is a slogan with a diet coke can stating "Diet Coke if you love it light" this is suggesting that Diet Coke is light to drink and is for everyone as there are not just females in the advertisement but men too.    

My Idea For A Coca Cola advertisement & Advertising research

I plan to research about diet coke and watch other adverts to get an idea of what type of advert to intend to create. I watched this diet coke commercial. http://www.youtube.com/watch?v=0cNgwoAl2SM

My coca cola Advertisement concept is; There are 4 women all friends who are getting ready to go on a night out. They all get dressed up and phone for a taxi to get into town. The taxi picks them up and takes them to the club. They arrive at the club walk in and head for the bar. They get to the bar and the bar man asks what alcohol beverage he can get them, he is then shocked when they turn around and ask for 4 diet cokes with lemon and ice. My target audience for my concept will be women age 18-44.


My Coca cola pitch.
My Coca cola advertisement idea is 4 women that are all friends are getting ready for a night out in town, they catch a taxi to the club they are going to. They walk in and up to the bar. The barman asks what alcohol beverage he can get them, they ask for 4 diet cokes and the barman laughs with shock. The target audience is women age 18-44.


Research.

When looking into similar advertisements; I found out it wasn't just about finding silmilar advertisements to my concept; but it was about how the concept is conveyed, the feel of the advertisement itself and also how the advert inspired me out of emotion, more than the appearance of the advert itself. When researching I found two advertisements that I personally thought fit in with my concept and how I wanted my advert to look.

Fanta.

http://www.youtube.com/watch?v=eKPBiplRYkg

One Advert that I was interested in lately and caught my eye is the advertisement for the fizzy drink Fanta. This advertisement is entirely different from my idea in some aspects of which would be the animated people dancing as there is nothing animated about my concept, but it fits in with the feeling I want to convey with my concept.

This Fanta advertisement is animated with a group of people jumping and dancing drinking Fanta. It doesn’t have a narrative what so ever, however the aim of the advertisement is to attract an audience or people in general to buy the drink or try it because of the entertainment of the advert. The colours that have been used in the advert are very eye catching as it is absolutely bright throughout and there is nothing dark or unhappy about it at all. The bright colours that are used also brighten up the mood of the advert making people feel happy when viewing it. The structure of the advert is very simple which a great thing is also because if it was really complicated not as many people would be interested in it, as they are with it being undemanding. The advert is quite short as it is only a 30 second advertisement so it doesn’t distract people’s attention to something else. I do like the way the advertisement is short as it doesn’t bore you, and also makes you want to try or buy the product. The superior thing about this advertisement is that it doesn’t give you too much information or details on why you should buy it, not pressuring or forcing you straight away! The colours don’t just create a happy mood but the whole advertisement itself does as there is a happy feeling between the animated people dancing and drinking Fanta. It then sells the product at the very end with an outrageous slogan of “More Fanta, Less Serious”. This slogan explains the whole advert in a few words. This slogan clearly explains what I would want my advert to be like, well presented and structured but simple at the same time; not forcing people into buying the product straight away.

Robinson Squash
http://www.youtube.com/watch?v=BKe2YGz42pU


This Robinson squash advert was another advert that I was also interested in. This advert is a similar advertisement to my idea in some aspects as the advert is telling us that Robinsons makes people happy, because it’s double concentrated and lasts longer. It also fits in with the feeling that I want to show in my advert like the Fanta advertisement did.  
This advert is a British commercial for a well known drink called Robinsons; it is highly popular with the younger generation rather than the older generation! This advertisement is similar to the Fanta advert because it isn’t forcing you to buy the drink! It’s mainly saying it’s worth trying. This is why it has influenced my idea because they are not pressuring you in to buying the product and that’s what I would want mine to be like. 
The whole creation of the advertisement is that there are 3 children with a women, they are making Robinsons squash and pouring them into glasses as it is a double concentration bottle of squash and they want to see if the fact “It make 50 glasses out of 1 bottle” is true to its word, so they make 50 glasses of squash and see how far they can get handing them out.  
The structure of this advertisement is very simple as the Fanta one is; this makes it stand out more as it isn’t overloading its audience or viewers with information. Again with this advertisement I like the use of colour and the atmosphere. I like how it looks more reality and not animated. I like the way the children get along so well when they are handing out the drinks and they are really happy with their Robinson juice challenge that they want to complete to see if the makers of Robinson are true to their words. This advertisement is interesting to watch and puts a smile on your face with the way the atmosphere is throughout the advert. No one can criticize this advert because it’s a simple advert doing what every advert does, trying to sell the product. 
The advert makes the drink look really great because of how long it lasts and how much you actually need to make one glass compared to a normal concentrated bottle of juice. It forces you to feel emotion when the children are offering different people a drink of Robinsons squash. As a result of this, it connects to the audience to the advertisement. Audiences or viewers may not actually see this when watching the advert but if they were to crucially watch it then it would stand out to them and you can tell that that’s what Robinsons are trying to do. 

How To Advertising Guide

Advetisment Evaluation

My own views on my advert which was diet coke are that it addresses the target audience and is original because it is our own idea. I like the way we have edited it so it all fits in together and when watching it back it gives a clear meaning to what we was trying to put across. Overall I think the advert was filmed and edited better than I expected as we did change a few shots on the storyboard but it still gave us a clear vision of each shot we was taking. When we came up with this idea and pitched it as a group we all had some disagreements as we didn’t think some parts were very well thought out so we ended up talking as a group to find out what we could do to solve this issue so we ended up keeping some parts but changing the parts we didn’t think through well.

Our target audience was women so I asked a few women to watch our diet coke advert to get their views on it. The feed back I received from the women I asked were:one of them are 17 one 18 and the other 40+. The woman that is 17 said she watches television channels that interest her, and that the advert has a clear meaning. The best thing she likes about the advert is the story as it very interesting and doesn’t bore you like some adverts and that she would buy the coke after watching the advert.

The woman that is 18 said she mainly watches soaps in the evening. She said the diet coke advert has a clear significance of the story. The best thing she likes about the advert is the sound effects used and the story because it is very well presented.  She also said she would buy the product after watching the advert as she would like to be able to enjoy a fizzy drink that doesn’t have a lot of sugar in and hasn’t got any fat in ether.

Lastly the woman that is 40+ said she watches documentary’s and soaps e.g. BBC channels, Channel 4 etc. She said the advert has a clear meaning and the thing she likes best about the advert is the way the story is told and the use of technical effects such as text and SFX. She also said she would buy the coke product however she doesn’t usually drink it.

When gathering audience data there is 7 age group categories, they are from 1 age 0-10 and to 7 ages 56-70 the category I would put the audience data in I have gathered would be group 3 which is ages 16 to 18 and group 6 which is ages 41-55. Putting the data in groups makes it easier for us to see if younger or older people (adults) have better opinions.

When it came to the production stage of advertising we all got given roles by our producer so we would be able to work as a team to get all the filming done accurately.It was also so we knew what everyone was doing.In the production stage we had a line producer, director, director of photography and then we had the characters participating in the advert. After we were allocated roles by our producer we then had a couple of hours to rehearse our advert just to make sure everything was acceptable. We also filmed the rehearsal so it would give us a judgement on whether we had enough scenes for a 45 second cut and a 30 second cut. After filming the rehearsals we then used the editing software adobe editing pro to capture our footage and log it onto the timeline. This then gave us an idea of how long our advert was going to be so we could see if we had enough footage this way or if we needed to add more scenes. Once we done that we could see we had enough footage for a 45 second cut which was good but getting the 30 second cut was hard.  But having a 45 second cut was fine so we were all ready to film it. When filming we had a storyboard to follow so we knew exactly what each shot was involving and if it was a low, high, mid, close up or long shot. However we didn’t shoot in sequence of the story board but when editing we could put them in the correct order and get the best shots in place because we would watch each shot to judge which one was the best to include in the advert. We also did take more footage than needed just in case we wanted to change some things in the editing process.

Our finished product is fit for its purpose because we have focused on our target audience when producing the advert as it is putting the message across to its audience that diet coke is a lighter way to enjoy coke.  The clarity of communication is presented well throughout the advert because when watching it back you can tell the type of audience we want to address.  Our advert is very appropriate to the audience as it is addressing the audience we wanted it to address and it shows this in the advert.

When comparing the finished product to our original concept I would say it has came out better than expected because we reformed a lot of the scenes before filming as stated before and we put SFX’s to it, added our slogan and text at the start of the advert we also managed to get a 30 second cut with the finished product in comparison to the rehearsals as we couldn’t get the 45 seconds cut down to a 30 second cut as it didn’t all fit in right but the final product came out fine luckily. Our original idea was: 

A middle aged woman dressed in a smart suit returns home from a hard days work. She enters her apartment door and kicks her shoes off. She immediately heads for the kitchen and grabs a wine glass from the cupboard. She opens the fridge door and reaches for what seems to be a wine bottle but the camera does not reveal this. We hear her pour a glass and assume it’s a glass of wine. She sits down and we realise it is diet coke she has poured in her glass as she throws the can in the bin. She takes a sip of the drink and takes a deep breath of satisfaction and smiles.

 However because we then realised we couldn’t relate the product to alcohol we then thought this idea was boring and wouldn’t attract the target audience we wanted so we started working on a fresh idea and came up with our new idea which is:A women comes home from a hard day at work with 2 friends to have a quiet night in they kick off their shoes and the 2 friends sit on the sofa whilst the women goes to get them a drink. We see the women getting some glasses out of the cupboard and then reaching into the fridge taking a while to find the product she’s after then she grabs the diet coke and pours it into 2 glasses and walk’s into the living room to give it to her friends she hands the drinks over to her friends. Then one of her friends tries to turn on the television but they realise it’s not working so they check the batteries and it’s not them.

They result into calling an electrician but they purposely pull out one of the wires for the television so it doesn’t work. The electrician arrives and they open the door. They immediately admire the electrician and let’s him in. Whilst he is looking at the electric box in the cupboard to try finding the problem the women and her 2 friends stand there and one of the women shows her 2 friends the wire she pulled out and they laugh about it.When comparing this to our original idea I think this concept grabs the audience’s attention much more and won’t bore them. 

The techniques were very effective as it gave us a better perspective of our advert and we was please with the effects such as the text and SFX used because when we was watching it back, it seem much better than our original idea.  The content in the advert also really improves it as again when watching it; you can see the content and techniques used.  The considerations I have if I was to repeat the exercise are to include a lot more effects and maybe re-shoot some scenes as I think there is room for improvement with some of them.