Task:3 (Guardian Article Questions)

Task : 3
The Guardian Article Questions

Summary

The article states that due to the internet , people no longer have the tolerance to watch '30 seconds of sell' in their busy lives. Adverts have lost importance. Native advertising , product placement and branded content may be the way forward.

Notes:

• The article by The Guardian informs audience about the fact that adverts , commercials are now becoming extinct .
• It says how they were popular during 1960's as people had no other form of media e.g. Facebook , twitter , this meant that people had the time and patience to sit through minutes of adverts as it was seen as a time killing activity.
• However with a rapid growth in the use of emails , messages and other forms of network people no longer have the need or tolerance to watch commercials .
• The only way brands can now promote themselves is through uploading their content as a tweet , Facebook page . The article notifies us as to how very soon adverts and commercials will be like pieces of antiques waiting for the discovery of historians.

What are the main challenges faced by the advertising industries?

I believe that new form of technology gives serious competition to advertising . The creation and development of twitter , Facebook and phones have given people something valuable to do instead of sitting on their couch and waiting for their show to continue . I also think that the biggest challenge that the industry faces is the fact that TV's have also now become advanced , with the 'ability to pause , fast forward , rewind' . This is such a graet challenge that I believe it thraethens to to erase the advertising industry in a few years when TV shows may become completelt ad free!

What is native advertising , branded content and targeted advertising?

Native advertising :
When an advert is made to physically look like the content the reader is reading or viewing. E.g. A company can advertise their product as a twitter feed , this can then be shared through the billions of people that use twitter . Native Advertising is therefore sharable content,

Branded Content:

Any content that the consumer reads or sees  that will remind them of the brand it is associated with. It makes the reader think of the brand as they view the content. A really good example is The Lego Movie , which seems like a 90 minute advert but it actually has the ability to connect consumers to the Lego brand  deeply , by associating important life lessons through the branded content e.g. staying true to yourself.

Target Advertising:
Targeted adverts are those that are produced for a specific audience. Certain adverts may appear in front of a consumer depending on their browsing history e.g. if they view a lot on branded shoes like Nike , then they may see adverts from the brand Nike pop up when they go online .

Task:3 (Guardian Article Questions)

Task : 3
The Guardian Article Questions

Summary

The article states that due to the internet , people no longer have the tolerance to watch '30 seconds of sell' in their busy lives. Adverts have lost importance. Native advertising , product placement and branded content may be the way forward.

Notes:

• The article by The Guardian informs audience about the fact that adverts , commercials are now becoming extinct .
• It says how they were popular during 1960's as people had no other form of media e.g. Facebook , twitter , this meant that people had the time and patience to sit through minutes of adverts as it was seen as a time killing activity.
• However with a rapid growth in the use of emails , messages and other forms of network people no longer have the need or tolerance to watch commercials .
• The only way brands can now promote themselves is through uploading their content as a tweet , Facebook page . The article notifies us as to how very soon adverts and commercials will be like pieces of antiques waiting for the discovery of historians.

What are the main challenges faced by the advertising industries?

I believe that new form of technology gives serious competition to advertising . The creation and development of twitter , Facebook and phones have given people something valuable to do instead of sitting on their couch and waiting for their show to continue . I also think that the biggest challenge that the industry faces is the fact that TV's have also now become advanced , with the 'ability to pause , fast forward , rewind' . This is such a graet challenge that I believe it thraethens to to erase the advertising industry in a few years when TV shows may become completelt ad free!

What is native advertising , branded content and targeted advertising?

Native advertising :
When an advert is made to physically look like the content the reader is reading or viewing. E.g. A company can advertise their product as a twitter feed , this can then be shared through the billions of people that use twitter . Native Advertising is therefore sharable content,

Branded Content:

Any content that the consumer reads or sees  that will remind them of the brand it is associated with. It makes the reader think of the brand as they view the content. A really good example is The Lego Movie , which seems like a 90 minute advert but it actually has the ability to connect consumers to the Lego brand  deeply , by associating important life lessons through the branded content e.g. staying true to yourself.

Target Advertising:
Targeted adverts are those that are produced for a specific audience. Certain adverts may appear in front of a consumer depending on their browsing history e.g. if they view a lot on branded shoes like Nike , then they may see adverts from the brand Nike pop up when they go online .

Task : 2  
Advert analysis and semiotics 


Denotation:

• Physically the audience can see a really popular celebrity ; Taylor Swift in the advert . Right from the beginning this may grab the attention of many viewers.
• The audience see a dull and empty room at first , but as soon as Taylor puts on 'Wonder Struck' she steps into a brand new magical world , in which she seems like a princess.
• She also meets a handsome man whom she smiles at , seeming that she has found her true love just by applying Wonder Struck.
• The audience also see the different settings Taylor walks through , starting with a lonely room with only a mirror , after which she enters an enchanted forest thanks to Wonder Struck . Lastly she stands smiling infront of a door which will open to a grand room. 

Shots:

• The advert starts with a mid shot and a close up , focusing on Taylor entering the room and capturing the moment she applies wonderstruck , we only see everything from her waist up initially.
• later the camera switches between  wide and  mid shots , in which the whole setting (an enchanted forest) as well as Taylor's expression can be seen . Also a mid shot is used to introduce the young man in the background and a close up to capture Taylors expression while seeing him.
• The advert ends with a mixture of mid shots and close ups on Taylor and finishes with a cut in , Taylor's hands are focused in the camera , turning the door handle to the magnificent room.

Sound and Music:

• the background music given in the advert is one of Taylor Swift's own songs ; enchanted. The music flows very well with the advert and gives the feeling of magnificence. The last line of the song is ' I was enchanted to meet you' plays as Taylor begins to twist the door handle . Maybe suggesting how wonderstruck may help the consumer meet their true love , just as Taylor is about to behind the wooden door. I believe that the music is well chosen and adds a feeling of royalty and magic in the readers minds.

Mise en scene :

• The setting starts in an empty room with nothing but a simple yet fancy mirror in which Taylor looks and applies the perfumes. Taylor wears bright red lipstick which focuses my attention on her and a magical brightness fills the room as she places her hands on the mirror.
• The setting changes as she touches the mirror , it glows and she enters into a whole new world . With huge tress , chandlers hanging from them , the weather and color  around is quite dark maybe to focus more on Taylor herself , who wears a beautiful white gown and bright red lipstick . At this point the young mine  is also revealed wearing white, making us think that he is charmed by the smell of her perfume , Wonderstruck.
• At last Taylor enters a brightly lit room , it stands out to the audience as it the first bright thing we see after all the dull and dark setting. We assume that she is just about to have a meeting with the man we saw earlier.

Editing:

• Not much editing Is seen in the Wonderstruck advert , it flows together quite well and in order. The moment when Taylor enters the magical forest may have been edited as she wears a brand new dress after she steps in , A flash is used to cover the part where she enters, to save time and make the advert flow smoothly.

Logo

The logo of the perfume Wonderstruck is written in gold bold letters , with the word W twisted and different from the others . The color is definitely something that attracts me to the product , as it quite a rich color , gold does remind me of magic and magnificence.

Slogan:

The slogan of the product narrated in the lovely voice of Taylor Swift ; 'the beginning of something magical' .The advert definitely supports this slogan as the entire advert seems magical due to its colors and settings . The part that reinforces this idea is the ending , twisting of the door handle by Taylor , where she seems to begin her journey onwards something magical.

Caption:

Apart from the products name , Taylor Swifts signature is seen right at the end to make sure the audience are aware that she is promoting Wonderstruck . Also the words ' a new fragrance' are seen below the signature , which do not really persuade me to buy the product . Where everything has been so grand and magnificent these words seem quite vague. More powerful words , or no words at all would have made the advert almost perfect.

Persuasive techniques:

Not many techniques are used in the Wonderstruck advert . The fact that it has a such a popular celebrity and her music to promote it seems to do the job. However , I do feel the technique of reward is used , psychological reward is seen , as it suggests how the perfume will lead you towards finding your true love and entering a world of magic with a new beginning. It may make the consumer feel better mentally.

Connotation:

The meaning behind the advert I feel is to make the consumer, especially young girls and women feel 'magical' and 'enchanted' . The words at the end from Taylor ' Wonderstruck , the beginning of something magical' definitely adds to the consumers feelings of being special , in a different world with magical a atmosphere. Also the color purple , which is the main color in the product could mean how after buying 'Wonderstruck' a person would feel royal and luxurious , as these are the things that come to mind when we see the color. Purple is also a well liked color amongst many people especially women therefore it attracts them further . The gold cap adds a sense of magic to the consumers feelings.

Social / cultural context:
Around the time Wonderstruck was produced and sold into the market Taylor Swifts song 'Enchanted' was also quite popular . This gave a huge promotional advantage to the producers as people will be attracted by Taylors presence in the advert , and of course , very likely to buy it.

Task : 2  
Advert analysis and semiotics 


Denotation:

• Physically the audience can see a really popular celebrity ; Taylor Swift in the advert . Right from the beginning this may grab the attention of many viewers.
• The audience see a dull and empty room at first , but as soon as Taylor puts on 'Wonder Struck' she steps into a brand new magical world , in which she seems like a princess.
• She also meets a handsome man whom she smiles at , seeming that she has found her true love just by applying Wonder Struck.
• The audience also see the different settings Taylor walks through , starting with a lonely room with only a mirror , after which she enters an enchanted forest thanks to Wonder Struck . Lastly she stands smiling infront of a door which will open to a grand room. 

Shots:

• The advert starts with a mid shot and a close up , focusing on Taylor entering the room and capturing the moment she applies wonderstruck , we only see everything from her waist up initially.
• later the camera switches between  wide and  mid shots , in which the whole setting (an enchanted forest) as well as Taylor's expression can be seen . Also a mid shot is used to introduce the young man in the background and a close up to capture Taylors expression while seeing him.
• The advert ends with a mixture of mid shots and close ups on Taylor and finishes with a cut in , Taylor's hands are focused in the camera , turning the door handle to the magnificent room.

Sound and Music:

• the background music given in the advert is one of Taylor Swift's own songs ; enchanted. The music flows very well with the advert and gives the feeling of magnificence. The last line of the song is ' I was enchanted to meet you' plays as Taylor begins to twist the door handle . Maybe suggesting how wonderstruck may help the consumer meet their true love , just as Taylor is about to behind the wooden door. I believe that the music is well chosen and adds a feeling of royalty and magic in the readers minds.

Mise en scene :

• The setting starts in an empty room with nothing but a simple yet fancy mirror in which Taylor looks and applies the perfumes. Taylor wears bright red lipstick which focuses my attention on her and a magical brightness fills the room as she places her hands on the mirror.
• The setting changes as she touches the mirror , it glows and she enters into a whole new world . With huge tress , chandlers hanging from them , the weather and color  around is quite dark maybe to focus more on Taylor herself , who wears a beautiful white gown and bright red lipstick . At this point the young mine  is also revealed wearing white, making us think that he is charmed by the smell of her perfume , Wonderstruck.
• At last Taylor enters a brightly lit room , it stands out to the audience as it the first bright thing we see after all the dull and dark setting. We assume that she is just about to have a meeting with the man we saw earlier.

Editing:

• Not much editing Is seen in the Wonderstruck advert , it flows together quite well and in order. The moment when Taylor enters the magical forest may have been edited as she wears a brand new dress after she steps in , A flash is used to cover the part where she enters, to save time and make the advert flow smoothly.

Logo

The logo of the perfume Wonderstruck is written in gold bold letters , with the word W twisted and different from the others . The color is definitely something that attracts me to the product , as it quite a rich color , gold does remind me of magic and magnificence.

Slogan:

The slogan of the product narrated in the lovely voice of Taylor Swift ; 'the beginning of something magical' .The advert definitely supports this slogan as the entire advert seems magical due to its colors and settings . The part that reinforces this idea is the ending , twisting of the door handle by Taylor , where she seems to begin her journey onwards something magical.

Caption:

Apart from the products name , Taylor Swifts signature is seen right at the end to make sure the audience are aware that she is promoting Wonderstruck . Also the words ' a new fragrance' are seen below the signature , which do not really persuade me to buy the product . Where everything has been so grand and magnificent these words seem quite vague. More powerful words , or no words at all would have made the advert almost perfect.

Persuasive techniques:

Not many techniques are used in the Wonderstruck advert . The fact that it has a such a popular celebrity and her music to promote it seems to do the job. However , I do feel the technique of reward is used , psychological reward is seen , as it suggests how the perfume will lead you towards finding your true love and entering a world of magic with a new beginning. It may make the consumer feel better mentally.

Connotation:

The meaning behind the advert I feel is to make the consumer, especially young girls and women feel 'magical' and 'enchanted' . The words at the end from Taylor ' Wonderstruck , the beginning of something magical' definitely adds to the consumers feelings of being special , in a different world with magical a atmosphere. Also the color purple , which is the main color in the product could mean how after buying 'Wonderstruck' a person would feel royal and luxurious , as these are the things that come to mind when we see the color. Purple is also a well liked color amongst many people especially women therefore it attracts them further . The gold cap adds a sense of magic to the consumers feelings.

Social / cultural context:
Around the time Wonderstruck was produced and sold into the market Taylor Swifts song 'Enchanted' was also quite popular . This gave a huge promotional advantage to the producers as people will be attracted by Taylors presence in the advert , and of course , very likely to buy it.

Advert Analysis and semiotics
Own Advert

Denotation:
Our advert starts with Sadia entering through a door , she steps on a piece of chip without realizing . Then I step through the same door and spot the mess made , as I'm the one who spotted it I also have to clean it up. This is where the idea of the broom is initially introduced . Sadias voice comes as I'm seen in the video , she compares the Brilliant Broom 900 to a hoover , this is where the massage may become more clear . We end with me showing the audience how easy it is to use the broom , ending with an image of the actual product.

Shots:
The entire advert is filmed in a wide shot , this is so the situation is quite clear to the audience . Also wide shots allow audience to see the product quite clearly , the broom is seen fully in all shots , which was very useful . However I believe that a range of shots would have made our advert much more interesting e.g. a cut in , where the Broom could be shown in use , it would have focused much more on the product and created a variety.

Sound / Music
Initially we start the advert with silence so the situation becomes clear . Then we begin speaking , the voice of the person speaking is different to the person being filmed , which seems interesting and is quite popular in adverts. However , I do feel that our speaking could have been much more clear and loud . Towards he end we play a song 'I've got the power' , suggesting how consumers will have the power to Save Money , Save Time , Save Health' , I believe that this piece of music at the end makes our advert a little stronger and gives an ending to remember. The music chosen goes quite well with the advert , however adding some other form of music may have made it better.

Mise En Scene:
There is not very much to be seen on the scene except the actual product , Brilliant Broom 900, this focuses the audiences attention the actual product rather than on anything else. We also use a piece of paper at the beginning as a prop , we want it to look as if Sadia is a busy college student, I believe that using the paper was a good choice as it gives the message of her being busy and revising at the start.
We have also chosen a place with a bin in the right and plants in the as we wanted to create  a feeling of being at home. The massive carpet at the entrance adds to this as it serves almost as an entrance carpet which most people would have in their homes.

Editing
We have filmed each shot separately to give the idea of being in different time situations. There has been no cutting of any scene or shot , just the fact that each scene was filmed many times in order to make it perfect. We have included a picture of the Brilliant Broom 900 right at the end of the advert , to make sure the audience knows what we are selling. The image at the end has been edited using an app to make it more appealing .We increased the brightness so the broom is in focus , added our slogan at the top  , increasing in size so it catches the consumers attention. The name of the product is in the Centre to obviously focus it and also make it stick in the readers memory . We chose to put all the writing in yellow as it is an eye catching color.

Logo:
We decided to call our product The Brilliant Broom 900 , and created a logo in bright yellow and curved letters to make sure that the products name stands out to the audience . The color yellow grabs the attention on the words and the curly letters make the name stand out .

Slogan:
We decided to write the slogan ' Save Money , Save Time , Save Health' because not only does it sound interesting but it is also a hundred percent true . You save time as you only ' grab and scrub' , you save money as well all know it is much cheaper than a hoover and you save health as it can help you exercise in the comfort of your home . We have mentioned all these points in our advert as well as including them at the end.

Persuasive Techniques:
We have used various techniques in the advert. We start with the technique of punishment 'Are you really going to bother lifting that Hoover and let the noise pierce your ear drums' here we suggest how the audience will suffer physically by not buying the Brilliant Broom 900 .We also use the technique Bandwagon as I say ' Join the club' , I feel that this technique could have been made better and could have been linked with reward . At the end we use repetition in our slogan the word 'Save' repeated thrice , it could also be linked to the physical and psychological reward.

Connotation:
I think the meaning behind the products name 'Brilliant Broom 900' is clear. It is a repetitive technique to make the reader remember it well but the word Brilliant could be true in many senses .The broom is brilliant because its weightless , it costs almost nothing compared to a hoover , there is no electricity bills for it , all it needs to survive is a little corner in the house . A hoover or any other cleaning product may take a few minutes to clean but The Brilliant Broom takes no more than 2 minutes. The word Brilliant may also be seen as creative ,as we have shown a way in which only a single broom can help you exercise and improve health.

Social / Cultural context:
I think the only thing I can say about context is that in 2017 hoovers and other cleaning appliances with high technology are in demand. They seem very fancy and useful but are very expensive and do ruin the texture of your carpet , also they take an incredible amount of time to clean . Therefore a product like The Brilliant Broom 900 should be in every house because we are sure that it will come in need some day .

Advert Analysis and semiotics
Own Advert

Denotation:
Our advert starts with Sadia entering through a door , she steps on a piece of chip without realizing . Then I step through the same door and spot the mess made , as I'm the one who spotted it I also have to clean it up. This is where the idea of the broom is initially introduced . Sadias voice comes as I'm seen in the video , she compares the Brilliant Broom 900 to a hoover , this is where the massage may become more clear . We end with me showing the audience how easy it is to use the broom , ending with an image of the actual product.

Shots:
The entire advert is filmed in a wide shot , this is so the situation is quite clear to the audience . Also wide shots allow audience to see the product quite clearly , the broom is seen fully in all shots , which was very useful . However I believe that a range of shots would have made our advert much more interesting e.g. a cut in , where the Broom could be shown in use , it would have focused much more on the product and created a variety.

Sound / Music
Initially we start the advert with silence so the situation becomes clear . Then we begin speaking , the voice of the person speaking is different to the person being filmed , which seems interesting and is quite popular in adverts. However , I do feel that our speaking could have been much more clear and loud . Towards he end we play a song 'I've got the power' , suggesting how consumers will have the power to Save Money , Save Time , Save Health' , I believe that this piece of music at the end makes our advert a little stronger and gives an ending to remember. The music chosen goes quite well with the advert , however adding some other form of music may have made it better.

Mise En Scene:
There is not very much to be seen on the scene except the actual product , Brilliant Broom 900, this focuses the audiences attention the actual product rather than on anything else. We also use a piece of paper at the beginning as a prop , we want it to look as if Sadia is a busy college student, I believe that using the paper was a good choice as it gives the message of her being busy and revising at the start.
We have also chosen a place with a bin in the right and plants in the as we wanted to create  a feeling of being at home. The massive carpet at the entrance adds to this as it serves almost as an entrance carpet which most people would have in their homes.

Editing
We have filmed each shot separately to give the idea of being in different time situations. There has been no cutting of any scene or shot , just the fact that each scene was filmed many times in order to make it perfect. We have included a picture of the Brilliant Broom 900 right at the end of the advert , to make sure the audience knows what we are selling. The image at the end has been edited using an app to make it more appealing .We increased the brightness so the broom is in focus , added our slogan at the top  , increasing in size so it catches the consumers attention. The name of the product is in the Centre to obviously focus it and also make it stick in the readers memory . We chose to put all the writing in yellow as it is an eye catching color.

Logo:
We decided to call our product The Brilliant Broom 900 , and created a logo in bright yellow and curved letters to make sure that the products name stands out to the audience . The color yellow grabs the attention on the words and the curly letters make the name stand out .

Slogan:
We decided to write the slogan ' Save Money , Save Time , Save Health' because not only does it sound interesting but it is also a hundred percent true . You save time as you only ' grab and scrub' , you save money as well all know it is much cheaper than a hoover and you save health as it can help you exercise in the comfort of your home . We have mentioned all these points in our advert as well as including them at the end.

Persuasive Techniques:
We have used various techniques in the advert. We start with the technique of punishment 'Are you really going to bother lifting that Hoover and let the noise pierce your ear drums' here we suggest how the audience will suffer physically by not buying the Brilliant Broom 900 .We also use the technique Bandwagon as I say ' Join the club' , I feel that this technique could have been made better and could have been linked with reward . At the end we use repetition in our slogan the word 'Save' repeated thrice , it could also be linked to the physical and psychological reward.

Connotation:
I think the meaning behind the products name 'Brilliant Broom 900' is clear. It is a repetitive technique to make the reader remember it well but the word Brilliant could be true in many senses .The broom is brilliant because its weightless , it costs almost nothing compared to a hoover , there is no electricity bills for it , all it needs to survive is a little corner in the house . A hoover or any other cleaning product may take a few minutes to clean but The Brilliant Broom takes no more than 2 minutes. The word Brilliant may also be seen as creative ,as we have shown a way in which only a single broom can help you exercise and improve health.

Social / Cultural context:
I think the only thing I can say about context is that in 2017 hoovers and other cleaning appliances with high technology are in demand. They seem very fancy and useful but are very expensive and do ruin the texture of your carpet , also they take an incredible amount of time to clean . Therefore a product like The Brilliant Broom 900 should be in every house because we are sure that it will come in need some day .