Unit 30: Advertisement Production for Television - Task 2
- ciaranfns
- Nov 21, 2017
- 5 min read
Ideas and preparation for TV advert
Research for production
Advertisement Brief:
Brand Statement: Reflecting and keeping in mind all that has happened in the past, Coco Chanel, the brand statement has the legacy of the Chanel brand while going forwards into the future: "To be the Ultimate House of Luxury, defining style and creating desire, now and forever."
Project Background: The company Chanel was founded in 1909 in France since then they have made products purely for the enjoyment of their consumers so they themselves feel more satisfied and it makes them feel as if they live a luxurious life.
Target Audience: The primary audience that Coco Chanel is aimed at are people from the ages 15-45, A and B demographic. The secondary audience is people above 45 and in the C demographic.
Advertising Objective: To create awareness of a new model of a particular model/line.
Consumer message: To smell nice and receive attention from others.
Key Consumer Benefit: Provides the need to be given attention
Benefit Support:
The product causes people to feel confident
As well as it provides that sense of luxury and upper class to the consumer's life.
Competition: Channel’s main competition would be Gucci, Dior, Prada and Ralph Lauren these are all companies that sell their products at not cheap rates which means they are in demand making the fragrance market very competitive.
Advertising Tone: Quality, luxury and wealth
Advertising Medium: In-store & Outdoor Advertising, Magazines Advertisement and Social Network Advertisements as well as TV Advertisment.
Mandatory Elements: The jazzy music, the real product.
Draft Ideas:
Proposal:
My advert will be good because it will suit the product as chanel is a luxurious and glamorous brand which I will try to use in my advert by making it have a similar style to the other adverts Channel has made. My advert will be serious and not have any comedic elements because the brand is not humorous. My advert will also appeal to my target audience in the sense that my target audience is mature and they will respect a short and simple advert. The advert will not have Todorov's theory of narrative because it is too long, it will have the first 3 steps but no the final step.
It will start off with with a blurry view of the female model out on the beach and sprays on perfume on and feels refreshed with the view becoming a lot more clear, some drone shots are taken of her hair blowing in the wind with the landscape in view. The male model would approach her and there is romance but this will be shown through acting and no dialogue with music playing over everything as it is happening. It will end showing the product in the sand .
Draft Story Board:
Focus Group:
1.What do you expect to see in a Chanel perfume advert?
They said they would like to see a sense of luxury and class in the advert mainly by models showing wealth as well as a sense of romance. They said they wanted my advert to show that the product would fulfill their life. The models should suit the product by being glamorous and beautiful which could be done by a filter.
2. What type of music would you like to here in a fragrance advert?
They said it would be french, romantic or jazzy rather than pop, essentially something soothing and catchy.
3. Should my characters have dialogue?
Majority of the people who were interviewed said there should not be any dialogue because the visuals should communicate the narrative rather than listening to someone speaking a lot which would “remove the elegance and grace”. This could be shown through facial expressions and body language.
4. Where should it be set?
Somewhere where people are but not too many people are meaning that it is an area where people can go but isn’t crowded which makes the filming easier for example the beach. Another place they thought would be suitable is a glamorous and expensive place where the idea of wealth and upper class can be communicated.
5. What sort of clothing and props (iconography) should be used?
They thought I should use any props apart from the product itself. The clothes should show the wealth and class the advert is aimed showing the lifestyle, for example jewellery, suits dresses.
6. What style should my advert be?
They thought my ad should be a classical and wealthy advert which is serious but having some romantic and serious elements to it but shouldn’t have any humor because that wouldn’t suit the ad as it is trying to communicate a different theme.
Draft Script:
FADE IN:
EXT. PIER BY THE BEACH - DAY
A golden/beige filter is visible. A blurry screen slowly gains focus as a blonde haired woman walks from the other end of the pier towards the camera wearing a silk dress or goan.
Close up of the girls face. She pauses, looks at the floor then looks up and makes eye contact with the camera.
Another close up of the product being sprayed on her neck in slow motion. A brief pause and the sound of a deep breathe is heard.
Another close up of her eyes. Her eyes are closed and in sync with the music she opens her eyes.
EXT. FOOTPATH NEAR THE BEACH - DAY
The woman is walking towards the camera while the camera moves backwards. She is standing high and presenting herself as confident and happy.
A man walks past and his attention stolen by her. As she can longer see him, he turns and looks at her.
A close up of his face is shown him being intrigued.
A close up of her face is shown smiling. She doesn’t stop walking and as she fully walks past the camera focuses on the male in a long shot.
EXT. BY THE OCEAN ON THE BEACH - DAY (SUNSET)
The female model stomps over the sand towards the ocean with the sun in front of her.
Close up on her jewelry,her necklace and her bracelet.
Extreme close up on her eyes with the sun shining in her eyes.
Back to the angle where when she was walking down to the ocean.
Medium shot of her feet in the water.
Close up of her face looking at the sun.
Same long shot of her when she was walking down to the ocean. Throws her hands in the hair in sync with the music.
FADE TO BLACK
The product is fades onto the black screen then fades out. The Brand fades onto the logo and fades out.
FADE TO BLACK
END.
Cast List and Props:
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