Risk Assessment - Main task and ancillary tasks

I will also be making sure to have a first-aid kit on sight in order to mend any injuries if they happen.

Treatment

Advert 1

Throughout my first advert, this will include a great portion of quick cuts in order to keep the audience entertained and attracted to my advert. I want to avoid having the consumer become bored at my advert so I will have each clip consist of just 2 seconds maximum. As my advert is focused around food and drink, it is important for me to advertise a large variety of food and drink items. I won't just film a few attractive dishes, I will film the ingredients to those dishes and then the dishes as a whole which will allow me to advertise a greater amount of products to my audience. The first few shots will be of ingredients being cut up in the frame. These will be portrayed through a close up. I'll be slicing up a banana, a strawberry and shaking cherries in a colander under the sink. This will then be followed by the ingredients placed around a glass, using the technique stop motion to make the fruits disappear one by one and then appear in the glass. The ingredients in the glass will cut to the smoothie mixture in the glass accompanied by a mixing sound effect, as if the fruits had just been blended together. I will film a close up of a few orange slices followed by a tilt of a glass being filled up with orange juice then an extreme close up of an orange being propped on top of the glass rim. This ingredient to outcome process will be a consistent way that I film the majority of my first advert because it is the one that the M&S commercial has influenced the most. In my Shoot List for Advert 1 is where I have listed the different shots that I will be performing in this advert along with the types of food I will be filming. The soundtrack that I am looking to include in this first advert is an upbeat one with a lot of different happy tones that I can link with the footage. For example, I want a fruit to be sliced in time with a beat, similar to the way M&S do it. If this proves to be more of a challenge than I anticipated, then I will simply just find a soundtrack that suits the Summer feel of my commercial, not worrying too much with the beats being in time with the footage. I will conclude the advert with my logo appearing on the screen through a zoom in to out along with my slogan "Embrace the Taste".

Advert 2

With my second advert, there will be a lot of elements that I explore in the first one that I will repeat in the second one. For example, both adverts are going to be advertising food, of different ranges. The first one is advertising a Summer range and this second one is advertising a Christmas range. I will film fast paced shots of ingredients to Christmas baking and then have the outcome of the ingredients shot through a pan and a zoom perhaps. For example, I will film a close up of marshmallows being poured into a bowl, followed by toothpick sticks being poured out onto a breadboard, two close up shots of orange and black icing and then a birds eye shot of strawberry laces piling on top of each other through the technique stop motion. After filming all of these ingredients, I will shoot the outcome, which is snowmen on sticks. This is a tasty Christmas treat that my food store has brought into the festive range and is now advertising to the public to attract an audience. By portraying shots of ingredients and then shots of Christmas treats, my audience will be drawn into the fact they could make exactly the same treat themselves, through my step by step style advert. I will do the same with Strawberry Santa's, where I film a close up of strawberries being sliced and whipped cream being squirted into the formation of a mountain. In my Shoot List for Advert 2 is where I have listed the different shots that I will be performing in this advert along with the types of food I will be filming. There won't be much camera movement featured in my adverts because I want the food in the frame to do the talking. The music track that I'll be using in this advert will be one off of the site Incompetech.com which should have a Christmas jingle that I can play over the top of the same music I use in my first advert. I want the music to remain similar in both adverts as this will connect the two of them together, even when they're not being aired on TV/online etc. together. Also, in this advert, I want to film a longer stop motion piece. Where I have a festive cake being decorated from a birds eye view point. This will allow me to explore the technique further in one of my commercials.  I will conclude the advert with my logo appearing on the screen through a zoom in to out along with my slogan "Embrace the Taste". Both of my adverts are being filmed in a studio in order for me to achieve that high quality appearance to my products. I don't want to film food products in my adverts and have them struggle to stand out against other props in the frame such as a Kitchen background with different coloured pots. All focus needs to be on the food in which I am advertising.

Location Release

Location release form from ellieburrellbicker

Location Scouting Sheet

Location scouting sheet from ellieburrellbicker

Location Contract

LCS from ellieburrellbicker

Site Plans - Main task and ancillary tasks

Below are two site plans of my studio set up. I have used images to create the set ups that I'll be reinterpreting in real life when it comes to filming my two media products. I have mentioned what it is in the site plan along with the role the equipment has to play. When it comes to me setting up for my shoot, I can refer back to this post to have my memory refreshed on how it is I'll need to set the studios up with and what I intend to use on the site.

Both of these set ups are similar, except for the use of one or two soft boxes. I have created two site plans to experiment with the best lighting. In photography, the top set up was the most effective, however in media, the bottom set up was the most effective. I will need to use both, as I am using the technique stop motion in my advert which requires photographs. Set up 1 is the most effective for photography because the light with the snoot creates a slight shadow infront of the product which is appealing in advertising photography. Set up 2 is the most effective for filming because you are unable to use a flash like you are in photography, so lighting up more of the subject in the frame means that you nearly get the same effect as you would if you were to capture a photograph with a flash.

For my Ancillary Tasks (Web Pop-Up and TV Sponsorship) I will also use the same below set ups. I will be using set up 1 for my web pop up as this is the most appropriate for photography, and I will use set up 2 for my sponsorship as this is the most appropriate for filming.

Studio Set Up 1

Studio Set Up 2

Story Boards

Below I have created Story Boards conveying what I intend to film in each shot of my two adverts. The majority of the shots will last for around 2 seconds, maybe some of them 1, and they will be fast paced so that my adverts are snappy and filled with action and creative content. My adverts will be filmed in step by step processes. For example, if I'm advertising some cakes, I won't just film these. I will film the process of whisking the mixture, prepping the ingredients and also the props e.g. cupcake cases. This will make my advert more interesting and also advertise a broader range. Rather than just displaying the product to my audience, I can also display the ingredients they may want to use if they bake their own cakes (or just buy 'my shop' cakes).

Advert 1  

Advert 2 

Skeleton Layout - Anicillary Tasks

Web Pop-Up

Below I sketched out a template for my potential web pop-up. I then created a mock up online, designing the layout and including temporary online images to convey where my images will be going. I showed this skeleton layout to the same 40 people I handed out my previous questionnaires too, and 37 out of the 40 said that they approved of this design. I therefore decided that it wouldn't be necessary to create a second idea as an alternative when the first one had such high positive reviews.

Shoot List - Advert 2

A2 Shot List from ellieburrellbicker

Shoot List - Advert 1

A2 Shot List from ellieburrellbicker

Title ideas

Below I have created a mind map of 9 possible title ideas for the name of my food shop. The majority of these ideas were formed from my imagination, except Locoz which was inspired by Tescos. I then created a list on Word of these ideas that I printed and handed out to the same 40 people that I handed my Advert Questionnaire out too. This meant I would get the opinions from those that I had influence my decisions on my advert. 

I then documented people's responses to these shop names and have listed how many preferred what name below.

LB (Light Bite) Groceries: 7

(Deli)sh: 0

Kea: 0

Tuck: 2

Feast: 5

Fresh: 16

Locoz: 4

The Goodstuff: 2

Palate: 4

Nobody voted for the name (Deli)sh or Kea, a minimal amount of people voted for The Goodstuff and Tuck, 4 people voted for Locoz and Palate, and 5 people voted for Feast. LB (Light Bite) Groceries received 7 votes, but the winner of this survey was Fresh, with 16 votes. This will therefore be the name of my shop, allowing me to begin developing my shop logo. 

Research links

M&S

http://www.marketingmagazine.co.uk/article/1310260/marks-spencer-unites-food-fashion-marketing-m-s-ads

http://www.rkcryr.com/#!/about

http://www.dailymail.co.uk/femail/food/article-2748590/ANNE-SHOOTER-THE-SAVVY-SHOPPER-Secrets-M-S-s-irresistible-new-food-ad-Exploding-berries-dancing-egg-tempting-chocolate-treats-ever.html

http://www.thegrocer.co.uk/channels/supermarkets/marks-and-spencer/ms-latest-food-ad-campaign-looks-to-raise-the-bar/371085.article

http://www.ipa.co.uk/Agencies/RKCRY-R

http://www.tvadmusic.co.uk/2014/09/marks-spencer-food-adventures-in-imagination/

Innocent

http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=4113

http://www.toasttv.co.uk/tv-commercial-production/?utm_expid=9096729-2.Pr4AGxW2QWyFV3dAux8XgA.0&utm_referrer=http%3A%2F%2Fwww.toasttv.co.uk%2Fwork%2F

http://www.innocentdrinks.co.uk/blog/adverts

Special K

http://adage.com/article/agency-news/leo-burnett-loses-special-k-jwt/299335/

Advert audience

http://www.thinkbox.tv/tvplanning/audience-profiles/

TV FIGURES

http://www.theguardian.com/media/2015/aug/20/the-great-british-bake-off-mary-berry-leak

http://www.theguardian.com/media/2015/oct/08/the-great-british-bake-off-final-nadiya-jamir-hussain-gbbo

Plans for shooting/My shoot plan

FOOD TYPES

After deciding to base my first advert on summer, I have stuck to this theme and will be filming foods that relate to the season of summer, literally, and metaphorically. By metaphorically I mean by looking at colour. Colourful food and colourful sweet treats can be associated with the Summer season because they are vibrant, which represents the positive season perfectly. I will then be situating my second advert around the theme of Christmas, taking on a new technical approach different to my first advert. 

1st Advert

For the food in my Summer advert, I would like to shoot: 

Ice creams (in cones and in bowls), salads, cherries, strawberries, apples, raspberries, hundreds and thousands, rainbow belts, skittles, cakes (cupcakes, muffins, battenbergs etc), carrot sticks, dips, cucumbers, pork pies, watermelon, hot dogs, donuts, lemons, limes, ice cubes, bread sticks, cheese and pineapple sticks and chocolate cake etc.

For the drinks in my Summer advert, I would like to shoot: 

Water, blackcurrant juice, orange juice, smoothies (strawberry, kiwi), lemonade and cola etc. 

For my Web Pop-Up, I will be creating it based on a summer range in my store. This will be vibrant and immediately appealing to a person browsing the internet during the summer season. I will be using a variety of the products that I advertise in this first advert in order for the web pop-up to have relevance linked to my TV advert they may come across aswell. Keeping themes and products consistent in all forms of advertising means that the consumer will know exactly what it is that they're looking at when watching an advert if they'd previously seen the web pop-up and vice versa. 

I will also be basing my sponsorship on the summer range in my store as this will again, be vibrant and appealing to consumers, enticing them into my store.

2nd Advert

In my second advert, I am again advertising food from my store, this time just food, with a Christmas theme. I want my store to bring out a Christmas range and advertise this specifically to the audience.

For the food and drink in my Christmas advert, I would like to shoot: 

Marshmallows, mince pies, candy canes, chocolate boxes, cookies, shortbread, cinnamon sticks, hot chocolates, milk, cupcakes etc.

I will also be creating my own cute Christmas styled treats such as the strawberry santas and the Christmas cookies as shown above in the collage.

I will also be attempting to film a process (as performed in the Carnation advert) where I have someone decorating the top of a chocolate or sponge cake all Christmassy. I will use a birds eye point of view shot from the top of the cake to film looking down on it and speed up the process whilst mashing together individual close up shots of the food/ingredients being used when I begin editing. 

LIGHTING

Throughout the whole duration of both of my adverts, I will be attempting to use the technique high key lighting. I will be doing this because it has been extremely successful in the advert for Fage yoghurt and the advert for Special K. When the individual product was being shot, the bright lighting corresponding with the white background allowed the bright vibrant colours of the food to stand out and make an impact on the audience. The brighter the lighting, the better quality I will be able to film my food in. I also feel that the brighter the lighting is, the more positive the mood of the advert is.

PROPS

For props, I will be looking to create set ups in a studio/at home where a set looks natural rather than purposely made for a studio. Therefore props are important in my adverts. If I am shooting a couple of glasses containing a strawberry smoothie, then I will sprinkle a few slices of strawberries around the glass. I may also fill an appealing vintage bowl with strawberries to sit in the background of the frame. I may also use a red and white checked kitchen towel to place the glasses on, These props will allow the set to look a lot more natural and complete, which is the aim I am hoping to achieve in my media product. Other props that I'll use is straws to sit in the background of drinks, a stack of plates to sit in the background of a slice of cake on a dish. I will use different cloths in the shots and definitely add ingredients into the frame as this is the finishing touch of the composition in my opinion.

For the props in my Christmas advert, I want to create a set that involves Christmas decorations. It is likely that I will perhaps use tinsel/holly to sprinkle around a table or have Christmas confetti falling down with icing sugar when being sprinkled over a cake. It will give the advert that Christmas feel which is what I need to convey through my advertisement.

SETTING

For the setting in my shoots, I will be filming some at home and some in the studio. What I film at home will be the Carnation inspired segment where I film the process of a cake being decorated, fast paced. In the studio is where I will film close ups of tasty food and drink products in order to get the perfect lighting and the most detailed image of the food.

SHOT TYPES

In the adverts that I have looked at and studied so far in the duration of this unit, don't seem to have involved such complicated shots. The Lurpak advert in my opinion had the most creative and outgoing shots involved because there was so many point of view perspecives on food items that you wouldn't expect to see through a point of view shot.

The shots in the M&S advert were simple as it's the food in the frame that does all the talking with its acrobatics and spins and falling sprinkles etc. In the Nutella advert, when the food is being filmed, the shot types again aren't that complicated. Having taken all of this into consideration, I have come to the conclusion that I will be mixing up my shot types in my advert, but not exploring too many as there is only so many shots I can use to film food, as there are no actors or actresses involved in my media product, resulting in there being a lack of opportunity to include a two shot, long shot, medium shot or reaction shot (all that involve people).

I have listed below the shots that I will be using:

Master shot (to refer back to a setting after being cut to a close up perhaps)Establishing shot (to establish a table set up/picnin set up)
Close up (of most of the food I film)
Extreme close up (of a lemon being placed onto the side of a glass for example)
Pan (of any type of product, most likely a cake)
Tilt (of a glass filled to the top with a drink and snazzy straw)
Match on Action (having a maste shot of confetti falling onto a table cut to a birds eye shot of the same confetti falling down in sync)

I will also be using the technique stop motion in my media products as this is a very popular techniquse used in both the M&S adverts and the Carnation advert - which are my two main influences for my own productions. This will add that creative flavour to my work which will pair perfectly with the interesting combination of food that I film.

All of the above is completely relevant to my ancillary tasks aswell. I will use the same lighting and props and setting, and stop motion will be the technique that I use in the majority of my sponsorship. I'll mix this up a little with close ups aswell.

Main Influences - Main task and ancillary tasks

Developing your company logo

In order to think about what my company logo should look like, I have had to look at existing supermarket logos. I have chosen those that sell yummy food and drink for great prices and fresh groceries. These supermarkets are all unique in their own way, as they aren't part of your everyday supermarkets such as Tesco, Asda and Sainsbury's etc. Their produce is either more weight prone or more pricey.

This logo is for Wholefoods. The font is in a dark green against a white background allowing it to stand out and appear fresh. The "market" is in white font against the dark green colour of the "wholefoods" font in order to allow this word to contrast with the stores name, as it is the name that is the most important, not whether or not it's a market. 

This M&S logo is against a white background, with the letters M and S in black. The & sign is in light green to contrast in-between the M and S. The letters are in capitals and the font is thin and precise. This makes the logo easily visible and simple to read. Next to the M&S on the left it says "your" which has been rotated to fit the rectangle shape that this logo is creating. By having "your" involved in the logo it makes the feel of the supermarket appear friendly and welcoming, as it's speaking directly towards whoever in the audience. 

In Ocado's company logo, the green theme that has been consistent in the logos that I've looked at so far also appears in this one. The colour creates Ocado's picture logo which is next to the company's name. The shape of the swirl is in the shape of an O which means that people should be able to recognise the company through the image even if the name isn't there. "The online supermarket" is in thin dark letters, mostly lowercase just like the word "ocado". Unlike the others this company isn't shouting out at the audience. It appears laid back and casual with a simple font, again, against a white background.

This is the most simple logo of them all. The company's name is in simple lower case with a capital letter at the beginning of the word. There are no images involved or a fancy slogan or stylish font, and it is again against a white background. The font however is all green, whereas the other ones have a variety of colours involved with their logo. The green theme is most certainly a reoccurring element in these types of supermarkets. 

After analysing these existent company logos with around about the same target audience as my adverts, it is evident that I will be aiming to make my logo something along the lines of the four above. I will most certainly be adding a spec of green to my logo, either featured in the font or an image that I may add. I will be having the logo against a white background, and I will also make it landscape as this seems to be the most popular layout for these stores. I will mix up the capital letters and lower case letters, and perhaps think of a slogan to print underneath the stores name. This will make the logo egedy and more interesting instead of just having the stores name printed out like Waitrose - I found this to be quite boring. I found a pattern online that I used as part of my logo, to create a more interesting and eye-catching logo rather than one that just consisted of text.

I took these two logo's to the class, and I got feedback from many people stating how they preferred the text in the bottom logo's slogan as this was less 'childish' and more sophisticated and mature, as it's a simplistic font. Therefore, this will 

Research for shoots

As my advert won't be featuring any actors or actresses, I do not need to do any research for the hair, make up and costumes of my models. Instead, I will be looking at the type of food that is filmed in food advertisements. I will also look at quantities of food and the quality of it e.g. a simple bowl of spaghetti bolognaise mixed together in comparison to a petite dish with a small pile of mince on top of a visually appetising spaghetti mountain with an added herb on top. Finishing touches are a vital requirement in food photography/advertisements because the dish has to create hunger in the audience. I have created a couple of mood boards below presenting stills of food that have been photographed in an attractive style, their quantities, props used in the compositions, the location they have been filmed in and some influential images.

MOOD BOARDS

To the left I have screen shot images from two M&S adverts, a Nutella advert, and an Innocent drink advert. To the right I have screen shot photography of food and drinks that are most common on people's blogs who create their own recipes or are sponsored by certain brands to advertise their products. 

QUALITY/QUANTITY OF FOOD

The food that is filmed is most certainty visually pleasing to the audience. It is common in practically every food/drink advert that I've watched for there to be close up shots of the ingredients found in the products. For example, in the Nutella advert there were close ups of hazelnuts, chocolate powder and milk being poured. In the Innocent adverts, there is always fruit surrounding the packaging to convey what fruits are in a certain bottle of juice/smoothie. I will be applying this technique in my own advert, as I can experiment with a variety of shots and even inform my audience of certain ingredients found in the food/drink that I advertise. The quantities of the food that's shot in the adverts (to the left) is always a delicate portion. For example, the shot of 4 crackers with the cream and vegetables on looks extremely light and tasty, which is what appeals to the audience. In the Nutella advert, only one slice of toast has had the chocolate spread all over it instead of say three slices of toast - as too much food in a shot could overwhelm the audience rather than engross them. 

SHOOT SET

In the M&S adverts, the food is all shot in a studio with either a white or a black background. Yet, in the other adverts such as Nutella, Innocent, Lurpak, Fage and Special K, their products and shots are mostly filmed on a set. The set allows there to be more of a mood throughout the advert and gives it more of a homely feel, in comparison to a clear studio shoot. However, it is the shots in the M&S advert that are the most attractive due to the fast paced editing and large variety of products. Putting this into consideration, I have come to the conclusion that mixing up my advert could be an appropriate thing to do. I am thinking about shooting products on a set, but ingredients in a studio. This will create a versatile appearance to my commercial, which is what I want. 

PROPS

Props found in the photographs on the mood board above to the right consist of mostly ingredients and extra additives to the dish e.g. a pot of sauce to dip food in. The majority of the subjects have food sprinkled around them and some table set ups to complete the appearance of the photographs. Raspberries are sprinkled around a smoothie, ingredients are shot and put into a multiple imagery piece showing the developments of ingredients --> final outcome, slices of cake are pulled out onto a plate with the full cake in part of the frame etc. Then, in the top three images there are dishes that have the same kind of props. The strawberries and marshmallows on a stick have a pot of the same ingredients in the top left hand side of the frame with a couple of sticks next to it. The fruit skewers are lined up together nicely on top of a pristine white dish. The picture of three wraps have a pot of sauce in the background, with a few lettuce leaves surrounding the subject, on top of a breadboard. The smoothie photograph have a few frozen raspberries sprinkled around the glasses sat on a tray. These props are all minor additives to the frame that complete the overall pictures and make them look more like natural photographs instead of set up and less inviting.

LOCATION

The advert locations and the photography locations are a large mixture. Some are shot in the kitchen, some are shot in the studio, and some are shot outside. As I said above, I would like to mix up the location of my footage in order to create a versatile approach in my work. All of the images that I've included above are influential to me. I want to make my footage bright and colourful to represent the summer theme, and in my second advert (Christmas themed) I will keep this bright theme consistent as it is the most eye catching and appealing appearance I can give my commercial. In the advert where I film a sequence of start to finish (Carnation inspiration) I will most likely be baking a cake, and applying a Christmas theme to it - advertising the same store with this time a Christmas range instead of a Summer range. I want to add attractive coloured toppings to the cake, then cut it and have people take slices from the dish. The technique that I'll use for this is stop motion because I feel that this worked extremely effectively in the Carnation advert. I will be mixing this sequence footage with close ups of ingredients like in my Summer advert to keep the creativity alive, rather than having just a sequence of cake baking fill the time length of the ad.

Weekly Production Log

W/C 14.09.15 - 
I uploaded my Prezi this week where I came up with three initial ideas for my main task.

W/C 16.10.15 - 
After finishing all of my research for my main task and ancillary task, I have now begun planning my shoots. 

I created a post planning the types of food that I'll shoot, the lighting I'll use, the props, setting and shot types. 

I've researched current existing logos of food stores that are more specific to weight loss/fine dining.

I have also created a Prezi looking at the main influences for my main task and my ancillary tasks. This helps my imagination as I have lots of inspiration ready to put into my own practise.

W/C 30.11.15 - 
This week I have carried out many more planning tasks for my media products.

I have formed my skeleton layout for my web pop-up along with creating one on paint that is more visually appealing. This will be relevant inspiration for me when it comes to shooting my web pop-up in the Christmas break.

I also formed a mind map of possible title ideas for my shop name, then handed out a questionnaire to my target audience asking them which name they preferred, to match my slogan "embrace the taste".

I have created two shoot lists covering what I'll be filming in my first advert along with my second advert.

This week I also begun my storyboards to achieve a more visual perspective of what my adverts may start to look like when pieced together.

Site plans for my main tasks and my ancillary tasks is also something that I carried out this week in order to prep me closer to filming.

W/C 07.12.15 - 

This week I have successfully filled out my location release form, my location scouting sheet, and done my treatment. This preps me for filming my main task, where I can refer to my treatment for when I film the plot of my adverts.

W/C 14.12.15 - 

This week I have filled out my risk assessment so that I can prepare for any faults that may happen with filming on the day.

11/01/16 - 

This week I completed my two call sheets so that I was able to organise what I'll be filming at what specific time.

01/02/16 - 

After beginning to film my first advert, I have created an edit decision list which I can refer back to when choosing what clips to drag onto the Premiere Pro timeline when I edit.

07/03/16 - 

This week I posted my first rough cut to Advert 1 - Summer.

14/03/16 - 

This week I created a post on what editing tools I used on Premiere Pro.

18/04/16 - 

This week I created my edit decision list for my second advert.

25/04/16 - 

This week I posted the rough cut to my second advert.

02/05/16 - 

This week I edited my sponsorship and posted it on my blog.

I also edited my web pop-up and uploaded this to my blog.

04/05/16 - 

After spending weeks editing, I finished both of my adverts and posted them together this week, along with beginning three of my evaluation questions.

05/05/16 - 

This week I posted my last evaluation question to conclude this unit. 

Target Audience

Intended Audience

My intended audience for my advert is most certainly mature adults and onwards. As my commercial is based around food/meals/tasty snacks, it is mainly aiming at people who cook and enjoy indulging in sweet treats along with parents who have children that crave to find good food for good money. Rather than feeding their children chicken nuggets, McDonalds and hot dogs all of the time, they may want to invest in healthy snacks "this Summer" - as I will be basing one of my adverts around the season Summer. Even though my advert will attract adults, I am also making it child friendly - as some of the food I shoot will be appealing for younger children - even though it will most likely be their parents who buy it. I may add a few illustrations throughout the video conveying the prices of some of the products and at the end - as this would be a fun feature for kids. My sponsorship may have to feature some comedy, as this is what all of the sponsorships that I've looked at have included. Plus, everyone enjoys a bit of comedy - this isn't age restricted. 

How I intend to appeal to my audience

For the ancillary tasks, I intend to appeal to my audience by capturing an attractive photograph of the products for my web pop-up and applying a hyperlink that engrosses my audience. I won't bother with applying an illustration to my web pop-up because children won't have as much access to the Internet as they would a sponsorship. With my sponsorship, I am most certainly going to attempt to apply comical elements, as this has been a common and popular features in the sponsorships sequences I've studied.

Advert aim and how it's achieved

Food adverts have the main aim of making their food appear visually pleasing and appetising, therefore shoot it in a glamorous method, sometimes fast paced and others slow paced. I will achieve this by making sure the majority of my advert is shot with the high key lighting set up, as this will bring out the beauty and bright appearance of fun Summer food. I haven't thought much about my sec on advert because I am torn  between two ideas, however the high key lighting set up will remain consistent in both adverts as I believe this will be the most appealing technique for filming attractive food.

Dreams beds sponsorship sequence for Christmas On Pick:

Starbucks web pop-up

Secondary Research into audience for Ancillary Tasks

According to research from the Internet Advertising Bureau and PwC, British consumers spend 43 hours a month online. Ofcom claimed in their 2013 report that people in the UK spent on average 35 hours online each month. Government statistic instead ask people if they go online everyday, and 27% of those members of public in the UK answered "no" to that question in 2013. Ofcom's survey of UK households found that they spend on adverse 4 hours watching TV every day, in comparison to 1.15 hours using the internet. This conveys that TV programmes and movies are consumed in a greater deal than people browsing the web - suggesting that sponsorships have a less annoying and more effective impact on an audience, as they would be seen more than web pop-ups online.

Below is an example of data collected for the comparison of time spent watching TV and time spent browsing the internet. This displays how everyone, no matter what age, spends more time watching TV than they do using the internet on a computer; more so the older generation. As my target audience would be based around the 18-24, 25-34 and 35-49 age category, but still child friendly, it is evident that a sponsorship would be the most effective form of advertisement for my advert - in order to appeal to people above 25 because the older the people are (according to the results below) the more they watch TV and the less they use the internet. 

However, it has also been discovered through GlobalWebIndex that users of all ages are spending more time than ever watching TV online. As pay-TV subscriptions have continued to fall, an increasing number of visa streaming services have popped up in the past few years to attract viewers who are shifting to online services to watch TV. I have inserted another visual piece of evidence below, demonstrating how the amount of time people spend daily watching TV Online, globally, has increased immensely for 16-24 year olds in just three years (2012-2015). There's also around the same amount of distance in this difference for 25-34 year olds. It's not as dramatic of a change for 35-44 year olds, however the different is still there. Considering some in the 16-24 category, and all in the 25-34 and 35-44 age category are my target audience, it is evident that my advertising techniques will need to adapt as the years develop. It seems that my sponsorship will be able to reach my audience successfully on TV, but also online, where my web pop up will be featured. A sponsorship may have more chance of being consumed by my target audience, however a web pop up still has the potential to be successful because more people are using the internet as the years go on.

The success rate for online spending is pretty high in Europe. E-commerce is the fastest growing retail market in Europe. Sales in the UK, Germany, France, Sweden, The Netherlands, Italy, Poland and Spain are expected to grow from £132.05 bn [€156.28 bn] in 2014 to £156.67 bn [(€185.39 bn] in 2015 (+18.4%), reaching £185.44 bn (€219.44 bn) in 2016. In 2015, overall online sales are expected to grow by 18.4% (same as 2014), but 13.8% in the U.S. on a much larger total.

Centre For Retail Research - "Actual growth in 2014 (+18.4%) slightly exceeded our original forecast (+18.1%) and online growth in Europe is expected to continue with 18.7% forecast for 2016. The recession has induced many shoppers to buy online rather from traditional stores, whilst above-average growth in countries with smaller ecommerce sectors shows there has been an element of catch up. Retail focus on the growing use of mobile technology is an additional factor in making online retailing attractive and convenient."

These facts demonstrate the current situations involved with TV and online browsing. After researching the target audience for my main task, the group of people I want my advert to attract is those who have an interest in cooking, regularly cook and like to indulge in fancy treats instead of buying cheap junk food. Therefore, I have discovered which ancillary task is more likely to be consumed by my target audience. My sponsorship will reach a large amount of my older target audience as they spend more time watching TV than they do browsing the intneret. My web pop-up won't attract as large a chunk as my sponsorship, however it will still reach a large variety of my younger audience, therefore a variety of my audience will be reached through my adverts, sponsorship and web pop-up.

Media Timeline - Ancillary Tasks

Textual Analysis - Web Pop-Ups

Starbucks

This above is a web pop up of Starbucks Christmas hot drinks selection. There is a faded black background with 3 of the products in the right hand side of the frame, all with the green Starbucks logo attached to the red cups, conforming to the famous colour scheme of Christmas. This web pop up is informative for the person browsing the web, as each drink has white text next to it advertising what the product is e.g. honey and almond hot chocolate. By Starbucks applying this text to the advertisement they are adding extra appeal to their products, as the audience will get a slight example of the drinks appearance and the taste of it too, not one or the other. The text on the left side of the frame doesn't stand out much at all with its gold font as this colour doesn't contrast effectively with the black background, however it is still evident in the pop up. The hyperlink underneath the "Here's to Christmas" slogan allows for the audience online to click it and be taken immediately to a page that displays more of Starbucks 'Festive Favourites'. There is also an extra advertisement featured at the bottom of the pop up which is to do with the company. This will entice the audience because they are able to receive rewards and offers as a result of using a Starbucks Card. Another hyperlink has been used underneath this segment, again, to take the viewer to a page where they can join for their Starbucks card. There are many interactive elements in this pop up which are effective elements alongside the attractive photography, all working together to create this successful advertisement.

Beefeater Grill

In this web pop up, the restaurant Beefeater is being advertised. Their logo is located at the top left hand side of the frame, filled with the colours of orange and yellow. These colours are then seen again in the hyperlinks such as "find out more" and "book a table" (in orange) and "find your nearest restaurant" (in yellow). This is therefore inspiring for me, and has suggested that I should perhaps give my colours a theme and keep them consistent in my own pop up. Having the hyperlink "find your nearest restaurant" is an extremely effective attribute in the composition as it is something that makes this pop up appropriate for anyone of any age. The restaurant isn't just based in one area, but multiple locations, appealing to a large audience. In this piece, a "new drinks menu" is being advertised. This font is in bright white and it dominates the photo, as it is placed on top above part of the subject in the frame. The word "new" is in capital letters which allows it to stand out more to the audience. The photograph that they have used looks like a beautiful set outside on top of a bench with a collection of glasses filled to the brim with the vodka from the bottle in the left side of the frame. There is ice in all the glasses with lemons/limes perched on the rims. This photograph appears extremely fresh and fragrant, bringing the life to the audiences senses and engaging with their taste buds. 

Pizza Hut

This web pop-up is for Pizza Hut, which is evident from their logo being at the very top of the frame. You would usually associate Pizza Hut with just pizzas, however in this advertisement they are displaying one of their sweet treats that they sell; which has been photographed beautifully. They are advertising chocolate orange cookie dough whilst also showing what you could pair with it to complete the dish; vanilla ice cream. In the text, "chocolate orange" is in orange, as the colour and word hold a relation, whilst the rest is in white font. The "try now" is in white font against an orange shape, again, conforming to the theme of orange. Like the above pop-ups, this one too has a hyperlink which will take the viewer straight to the page where they can order this dessert. The picture that has been used for this advertisement has a flow of orange peel next to a few chunks of chocolate. This is a visual illustration of the ingredients used for the cookie, which adds extra appeal to the picture and encourages the audience to purchase it even more; especially if they're hungry and see this type of photograph on the web. 

Textual Analysis - Sponsorship

Dominos - Sponsors Red or Black

This is an old sponsorship of Dominos pizza for the TV show Red or Black, which runs for 14 seconds; the typical length of a sponsorship. The sponsorship begins with a fast zoom into a pepperoni pizza alongside a narrator who admits "there's a lot riding on this" with a nervous tone in her voice. The clip has been edited in a way that it looks like the narrator is gazing deep into the soul of the pizzas as the zoom is fast paced and intense. The pizzas are all situated on top of a black backdrop allowing them to stand out with their vibrant toppings colours. The narrator is trying to choose between two different pizzas with different toppings, which matches the show that they're sponsoring as the different plates are also red and black; again corresponding with the show. Quick cuts separate the two pizzas that the narrator is choosing from until another pizza comes into play, taking charge and holding the most appeal for the narrator. This third pizza slid into the frame from the right hand side, which contrasts with the previous two pizzas being zoomed into. In this sponsorship, it has taken on the theme of the show being sponsored, and it has a large element of humour involved with it which makes it easy to watch before a show instead of making someone perhaps feel uncomfortable.

Dreams Beds - Sponsors Christmas on Pick

This video consists of four different advertisements of Dreams beds sponsoring Christmas on pick. It has been specifically made to represent the Christmas season, again, relating with the show being sponsored. Their is a man who is the protagonist of the sponsorship, dressed in a Christmas jumper with a red cooking apron on whilst he's prepping the vegetables for the Christmas dinner. He is conveyed in a very tired light, with droopy eyes and slouching lips whilst his head nods forward continuously from tiredness. His costume is extremely humorous as it's stereotypical for men to be less excited by Christmas than women, yet here he is in full festive spirit doing the dinner. At least, that's the case until his head falls into the ingredients and he cosies up in the collection of veg, mistaking them for a bed as good as Dreams. The narrator sounds proud and confident with her statement "someone's looking tired" whilst the mans head nods. She then simply and calmly states "Dreams, sponsors Christmas on pick" completely not phased by the mans head falling into the veg. This tone of her voice conveys how she knows Dreams beds are the best source of comfort for a person who is completely whacked out and shattered, and should be what the man is cosied up in instead of vegetables. The other few sponsorships are follow ons of the man cuddling the veg and burying his head further into the pile, not baffled at all by what he's actually sleeping on.

Fruit-Tella - Sponsors Odd One In

This is a Fruit-Tella sponsorship played before the show Odd One in. The beginning of the sponsorship has the same theme tune as the one that's featured in the TV show, which means that Fruit-Tella have interpreted this show in their own way, during 15 seconds. This brand have also added their name Fruit-Tella into the question that the show uses "Can you Fruit-Tella the Odd One in?" which is an extra creative attribute of the sponsorship. A spotlight was shone down onto the Fruit-Tella packets that are standing up and wobbling around on their own as if they are real people. The spotlight spent a couple of seconds on each packet whilst the narrator eagerly states the names of the contestants up for becoming the Odd One In - juicy number one, mouthwatering number two, lip smacking number three and delicious number four. The words used to describe the chewy sweets are playing with the audiences senses and acting as the names of the tubes. The camera pans to an Elvis Presley version of a Fruit-Tella with adds yet another element of humour to the sponsorship. The Fruit-Tella sweets have been advertised in a very happy and positive colourful way which is reinforced by the vibrant colours of the sponsorship.

Detailed Research

Moodboard

Codal Analysis

Timed Analysis - Schwartz

0:00 - 0:01 - A master shot is the first thing that the audience are introduced to with this Schwartz advert. This master shot involves a group of hessian sacks in the shape of a circle, spaced out evenly around a machine sat on a kitchen top in the middle of the circle formation.

0:01 - 0:03 - This next shot moves over the sacks from an angle, conveying the contents to the audience as being filled with herbs and spices and garlic etc. The colours are all of a wide variation which makes this shot visually pleasing.

0:03 - 0:06 - Up until this point the commercial had been silent and innocent, until sound effects begin to erupt and close up shots of scales and a cooker begin to appear on the screen through quick cuts. The sound effects add drama to the scenes to illustrate a turning point in the advert, as they consist of a screwdriver spinning, a heated hob firing up and a big dong.

0:06 - 0:07 - An establishing shot captures the table that the audience saw in the beginning, in a closer proximity to the lens, allowing them to witness a kitchen set up consisting of a hob and a pan, sliced ingredients such as tomatoes and onions with a mechanical machine acting as a robot grabbing hold of a shot pot with dark brown contents. It positions the shot above the pan and begins to pour.

0:08 - 0:09 - The shot cuts to a close up of the shot pot continuing on from the previous clip, As the contents falls out, the camera tilts down with it. So far the camera movement has been appropriate and creative, switching from an assortment of shots and allowing the audience to follow the lead of whatever action has so far occurred in the advert. There has been no music up until now.

0:10 - 0:12 - The camera stops it's tilt and settles at the bottom of the pan where the frame consists of a close up of the poured contents, splashing out slowly into the pan and making the sound of one piano key being pressed. This piano key is the first sound track inserted in the advert.

0:12 - 0:24  - The footage cuts back to the beginning master shop where a hessian sack has just erupted from behind the kitchen counter. A green substance emerges from the sack and floats up into the air in slow motion, as another piano key chimes through the air. The green substance disappears in the top of the frame as another sack erupts, this time with a brown substance, again in tune with a piano key. It is almost like the sacks are behind each chime, as though they are the piano, and each time one explodes, a key is pressed. The deeper the chime, the more substance erupts. The higher the chime, the less substance erupts. Ingredients and spices and herbs are continuing to float up in the air in time with the piano sounds, continuing on for 12 seconds. That slow paced master shot created a settlement in the audience after watching the beginning of the advert be so fast paced and feature many quick cuts.

0:24 - 0:26 - A point of view shot from the floor in between some sacks is looking up out above the sacks at red, yellow and green substances powdering out from their holders into the air as piano keys continue to play. This shot makes it look like someone so small is looking up at the action through the hessian sacks, creating a dramatic effect resulting in the footage having a big impact on the viewers.

0:27 - 0:29 - An extreme close up of a herb rising up into the air is shot whilst the rest is blurred out. The tilt follows this herb until it collides with a touch of the yellow powder and a sheet of mint.

0:30 - 0:33 - The slow paced action takes a halt as the next scene features a faster and deeper piano tune making chimes so quick down the piano that the hessian sacks all explode one after another in sync with the soundtrack. This process starts from the back of the group all the way to the front, where the sacks are closer to the camera and therefore create a 3D effect, as though the powders are about to explode in front of the audience.

0:33 - 0:34 - A birds eye view from the top of the room that the sacks and kitchen top is situated in illustrates all of the contents and continues on from the previous shot of explosions. The eruptions continue in this shot, taking over more and more sacks as the outbreaks travel further.

0:34 - 0:37 - Garlic clovers collide with each other in the air, creating a high pitched ding on the piano, which cuts to another birds eye shot looking directly down onto the kitchen work top instead, all of the powders and substances evidently sprinkling up towards the camera.

0:38 - 0:40 - Another close up shot, this time of powders, is filmed to convey a different perspective of the advert and keep the imagination and creativity of the already inventive commercial alive. Red and yellow powders embrace in the air against a dark black backdrop to allow their vibrant colours to stand out.

0:40 - 0:45 - A shot from the right angle of the set up illustrates another creative angle of more exploding hessian sacks whilst the red and yellow powder from the previous shot is still up in the air. This technique conveys continuity which is important in an advert like this one because it would otherwise appear as just a jumbled up mess. Instead of just one sack erupting alone, three sacks erupted together twice in this shot which would correspond effectively with the harsher and louder piano tones that were beginning to come into play.

0:46 - 0:53 - We return to the beginning establishing shot again, this time illustrating even more explosive sacks all erupting one after another as the piano livens up and speeds up. This could be the grand finale of a dramatic performance that is Schwartz. A high pitched piano key concludes the performance, swiftly followed by one last deep press of a piano key, where the front sacks exploded in sync with each other.

0:54 - 0:57 - The first appearance of typography appeared after the ending of the piano tune, in the middle of the frame, through a fade. It reads "unleash flavour" which would most definitely explain the constant explosive spices and herbs and garlic that the audience would have just experience.

0:58 - 1:00 - The slogan "unleash flavour" quickly fades away, to then be replaced by a picture of a Schwartz shot packet with the words "flavour shots" underneath, and the Schwartz logo beneath that, all whilst having the previous explosive master shot blurred out as the backdrop.

Timed Analysis - Innocent

0:00 - 0:05 - The advert begins with a narrator (Harry Hill) making odd noises with his mouth as a bottle of orange Innocent juice tumbles it's way onto the screen, starting from the left and ending at the right side of the frame. This scene was filmed through the technique moving image where a multiple set of photographs were taken to show a process of something when merged together into a piece of footage, so it appears the bottle has a life of it's own waddling on the bench. The bottle then spins around, still doing it all by itself whilst the narrator says "proudly presenting, Innocent orange juice". This introduces the brand of the drink and it's flavour. By having the narrator introduce the product, this advert becomes one that is appropriate for those who have lost their vision, unlike the adverts that don't include a narrator - this one appeals to a variety of people.

0:05 - 0:08 - A 'ding' noise is played after the narrator "proudly presents" the product, followed by him stating that the drink is "made from lovely juicy oranges". At this point, oranges begin to pop up by the side of the Innocent bottle in time with the "pop" noise that has been used. Full oranges appear, sliced oranges appear, and segments of the oranges appear, creating a versatile pattern and a creative appearance. The oranges have been placed by the side of the bottle as if they are embracing it as they are all huddle rather close to the packaging.

0:09 - 0:11 - The establishing shot of the top of a bench with orange bushes and blue sky filling the rest of the frame above has remained on screen for the past 9 seconds so far. Not much camera movement has happened because the action taking place in the frame is what's leading the plot of the advert. A red arrow attached to a stick then pokes its way onto the screen, emerging from the top right hand side. This arrow points towards the Innocent bottle to visually portray that the oranges are "squeezed into this rather nice bottle", also complimented with a wolf whistle sound effect. These small elements to the advert are humorous, which should be expected from a narrator like Harry Hill who represents all things comical.

0:12 - 0:13 - An extreme close up then follows the long winded establishing shot with a cut, conveying an orange being split into two. The footage is put into slow motion so that the audience can witness the juice oozing out of the oranges contents from the middle.

0:13 - 0:14 - Another extreme close up follows of an empty glass soon being filled by orange juice from the Innocent bottle slowly and gentle being poured, again in slow motion so that the process of it dropping into the bottom and running up the sides then curling back into the middle of the glass is illustrated. Harry Hill emphasises his "mmm" at this point to exaggerate the tasty flavour of this beverage.

0:15 - 0:17 - A less close up of the glass is then filmed from it's other side, filling the right side of the frame whilst the Innocent bottle fills the left. Continuity has been used effectively here as the glass of orange juice is still filling up, presenting to the audience that a small glass of the product simply won't fulfil a craving; a big full glass is needed because the drink tastes that good. Harry comments that "everyone loves it, even this chap".

0:17 - 0:21 - The screen cuts to live footage of a puffer fish in his tank facing the glass and moving his mouth up and down in the water. Harry gives the fish a voice by putting on an accent and saying things that are in sync with the fishes mouth movements. The camera pans around the tank whilst Harry/the fish says "love it" three times, referring to the orange juice. Having a fish love this juice is quite absurd to put into an advertisement that isn't advertising a product for any type of animal, however the comedy element should definitely win over some of the audience that are into that style of genre.

0:22 - 0:28 - A fast pan races back towards the beginning establishing shot, this time positioned so that the Innocent bottle and its fellow oranges are positioned on the left side of the frame. The sticks are then introduced again, the one that previously had an arrow on now has tags on with the words "never sweetened" and "never concentrated" written on the card attached. Harry also narrates these words aswell, attracting a variety of audience again.

0:28 - 0:31 - The words "innocent orange juice" then dings onto the screen in white curvy font, the same one used for the typography of the brands name. Sound effects of birds in the trees/bushes then tweet to harmonize with Harry's finishing slogan "juicy by nature".