Homework Week 4: Promotional Key Features

Homework 
Objective: to understand how advertisers target and emotionally manipulate audiences using Demographics and Psychographics

This is a viral advert

1. It is interesting because it is silly & unusual (6 types of buzz)

2. It encourages to take part (make your own) and social network (FB & Instagram) - you will then sharing - connect with friends,

3. Viral - new friends via larger audience

6,335,035

6,335,035

 

Audience Profiling Powerpoint from leannacatherina

Pass: to describe how an advert promotes using Psychographic appeal 

Merit: to explain how an advert promotes through manipulating its audience using Psychographic appeal 

Demographics and Psychographics from shaniasteele

Task 1: Write up your notes from the worksheet and present your report on Key Features of Promotion: this how you will present Nike ad http://youtu.be/tMQgPYYqbzo example of how to present

1. Who are these ads targeting? (demo & psychographics)

• Age
• Gender
• Ethnicity
• Socio-economic (A,B,C1,C2,D,E)
• Psychographic group

2. Persuasive Technique: What is the intended emotional response?

3. Manipulation: How is the advert trying to make you aware of either the brand or problem?

Task 2: Research the audience for your mobile phone concept

A) Use social media to gather information on Demographics (age, gender, socio-economic group, ethnicity) and Psychographics (see resources below).

The Brief: To promote the chat 'bringing together' function of phones apps (Whatsapp etc)

Age - 16-18
Gender - Male & Female (what do men use chat apps for?)
Ethnicity - All
Demographic - E (students)
Psychographic - Mainstreamers (feel like they belong or fit in)
Emotional Persuasive Technique: Bandwagon or Friendship
Viral Buzz - Hilarious, to take part/share it?

B) Write a treatment for your mobile phone advert - discuss what aspect of a smartphone you will feature to connect with the audience (uses and gratifications - see categories of why people use the media)

Prep: Pitch the treatment for a 1 minute mobile phone advert that targets a specific psychographic group

Treatment Template from The Manchester College - Media Apprentices

Think about the service of the imaginary phone you will be making the ad for example http://youtu.be/R7aLWbSv0Dg

Assignment B Technical Codes Script Draft for Final Report

Examine and discuss the Skins Trailer S3

http://youtu.be/NWF2JBb1bvM

Task answer each question to Merit and provide screen grabs to support your points. Complete all questions as full sentences using your notes from class

Here is the worksheet to download electronically https://drive.google.com/file/d/0B15FWaY5r7MNdFc2RG1tdzBPNTA/view?usp=sharing

1.    (Pass) Who are the audience(s)

2.    (Pass) What genre is this and what is its purpose?

3.    (Pass) Give examples of M-E-S that makes this recognisable and what it tells you about each of the characters

·         Lighting

·         Location

·         Costume & Make Up

·         Behaviour

·         Props

For a Merit you must explain how the elements (costume, location, lighting etc) of mise-en-scene work with the meaning you discussed by the camerawork?

4.    (Merit) What does this tell us about the character's emotions, behaviour or personality?

5.    (Merit) Identify & discuss the shots, angles and movement used in the camerawork, and explain the way it creates emotion or meaning for the audience

·         Shots

·         Angles

·         Movement

6.    (Merit) How is blocking used to show power or authority between the teenagers and the locals - how are they positioned when they first enter the pub?

7.    (Merit) Who are the important characters and how is the camerawork showing this?

8.    (Merit) Why do the characters come out as shadows of the backlight?

9.    (Merit) How are the characters filmed in the frame - as a group or individually? What could this be suggesting?

10.  (Merit) Why does the camera go out of focus - what is this trying to demonstrate about their statement of mind?

11.  (Merit) What does the ground level shot of the girl under the table suggest about her stereotype or character?

12.  (Merit) Why are the characters filmed in slow motion jumping of the roof from the low angle?

For a Distinction you must analyse how the editing and sound work with the meaning you discussed by the M-E-S and camerawork?

13.  (Distinction) Look for overlap and patterns where your analysis of mise-en-scene and camerawork overlap. Discuss how editing and sound link to, emphasise or reinforce the meaning and purpose you have discussed.

14.  (Distinction) Discuss the pace of the editing and its purpose. How does it fit with the images

15.  (Distinction) What is the soundtrack suggesting about mood, when does it reach a climax and become more energetic?

3.1 Moving Image Fiction Key Feature 3: Representation

Objective: to identify stereotypes of youth in fictional TV drama

Session 1: 
Pass: to describe and outline how youth is represented with examples of MES
Merit: to explain stereotypes of youth and suggest reasons for conforming or challenging

Session 2: Distinction: analyse how stereotypes are constructed through both MES and camerawork

Starter:  http://youtu.be/fLRNXJa_buU teen types & effect
what behaviour/character types do you associate with youth?

Group 1: kidulthood http://youtu.be/_6MkLH0A4nQ
Group 2: 21 jump street clip 2 http://youtu.be/2baG40Jpn2M clips http://youtu.be/Ak3Q9Vp9AtM
Group 3: misfits
Group 4: skins
Group 5: Spike Island http://youtu.be/EsxO1aDTqH8 
Group 6: Gossip girl http://youtu.be/4SthYcvzT2M
Group 7: young dumb living off mum http://youtu.be/NFkIlKI4cHc

Group 8: the faculty http://youtu.be/2Whj8rVlkUQ

Group 9: Juno http://youtu.be/B2CEGhwMjkQ

Present back to the class on what you have found - pictionary 

Activity: create a short class 2 minute documentary: Collect vox pops on your phones - what do students say about teen stereotypes and the effect or messages it gives them

Categories of teen stereotypes:

https://www.slideshare.net/naamah/representation-of-teens-in-tv-drama?from_m_app=ios

• Sarcastic self aware
• Juvenile delinquent/rebel
• Popular attractive
• Reclusive troubled outsider
• Geek/young adult

New info/Exemplar: https://www.slideshare.net/taliasmith/representation-of-age-in-media-kins?from_m_app=ios

Discuss stereotyping in fiction TV drama and film - worksheet: https://drive.google.com/open?id=0B15FWaY5r7MNQmxRMk5zMnBGc3c
Create an Emaze presentation on the representation of teen stereotypes in the examples

Examples:

Skins
Misfits

Narrative: synopsis of the TV Drama, characters, what happens?

Genre, Format & Platform: TV teen drama 

Purpose: 

Audience (research this here: you may be surprised)

Representation of teenagers: (characters and stereotypes of teens)

Examples: (screen shots, annotated with description/explanation) 

New info: Charlie Brooker producing Youth TV and finding an audience: http://youtu.be/Z7iQ4u3OX3Q

Use of key feature of representation in TV Drama: (A explain why these stereotypes are used to fit conventions of Genre B. discuss effect they have on the audience, eg: influence, role models, exaggeration, freedom, nostalgia)

Plenary: quiz on teen stereotypes http://www.allthetests.com/quiz23/quiz/1193523976/What-High-School-Stereotype-Are-You 

Session 2:

Starter: practical Activity: Edit the clips from Shutterstock - describe the camerawork and your editing decisions

Plenary consider the use of camera, editing and sound decisions.

• Camerawork 1: Shot types and framing
• Camerawork 2: composition
• Camerawork 3: movement
• Camerawork 5: Lighting Set-ups
• Camerawork 5: Depth of field and shallow focus

Analysis of technical codes: example https://www.slideshare.net/CeinwynStaffie/my-case-study-on-teen-wolf?from_m_app=ios

Mise en scene

Camerawork

Editing & Sound

Identify the character types

Screen grab and annotate their Costume, Colours, Locations, Lighting as well as their behaviour 

4.1 key features of promotion psychographic appeal (emotionalmanipulation)

Objective: to understand how advertisers target and emotionally manipulate audiences using Demographics and Psychographics

http://www.slideshare.net/leannacatherina/audience-profiling-powerpoint 

Pass: to describe how an advert promotes using Psychographic appeal 

Merit: to explain how an advert promotes through manipulating its audience using Psychographic appeal 

Starter: Russell brand iwatch 

http://youtu.be/O82cKVp7dO8 

Discuss, how & why do Facebook, Twitter, Apple, Google, Amazon etc track & record your browsing history (yes even those sites), social network comments and views, purchase history - how are they able to recommend things for you on screen?

New info: Demographics & Psychographics (How advertisers group audiences) using social networks

http://youtu.be/LvAhk-pgfgw

Key Feature 1: Psychographic appeal

https://m.youtube.com/watch?v=yfOWtaNp2Yg  

https://www.slideshare.net/shaniasteele/demographics-and-psychographics-28536777?from_m_app=ios 

Where do advertising agencies get their information from their audience?

Key Feature 2: Persuasive Technique: Emotional manipulation

(Merit explain how and for what purpose ads use psychographic appeal)

11 types of adverts (emotional appeal) https://m.youtube.com/watch?v=QN7NZB4f4qM 

Use the worksheet to consider which group (demo and psych) they are targeting

Make notes on the following

Task 1: Create a Psychographic profile for yourself using Fakebook, what brands, entertainment, beliefs, loyalties, services represent you? 

Which Psychographic group do you think you belong to?

Task 2: in groups explain who the video is aimed at using Psychographic appeal and how the advert is  manipulating the particular audience

Pass: a) Describe the key features of Psychographic appeal and Persuasive Techniques used and b) how it the ad is recognisable as a promotional video

Merit: a) Explain the purpose (to promote the brand awareness or product features) and b) explain how the ad manipulates the emotions of the specific audience (Demo & Psychographics)

Nike ad http://youtu.be/tMQgPYYqbzo example of how to present

1. Who are these ads targeting? (demo & psychographics)

2. Persuasive Technique: What is the intended emotional response?

3. Manipulation: How is the advert trying to make you aware of either the brand or problem?

Allocated clips in pairs:

Michael & Patrick

http://youtu.be/2X8Bd3-G6IU coke 

Melissa & Marcus

http://www.dailymail.co.uk/news/article-2422319/The-True-Move-H-mobile-phone-advert-crying.html

Angel & Christian

http://youtu.be/VGXCcEZJ7Ms obesity psa 

Dan & Joanna

http://youtu.be/RzDr18UYO18 domestic violence psa

Alexander & Michael A

http://youtu.be/VQ3d3KigPQM T-Mobile Liverpool Street 

Bradley & Jonah

http://youtu.be/sJja5SUdzY4 mobile phone banned Kazaam

Matthew & Mudia

http://youtu.be/eBuC_0-d-9Y F**k the poor charity

http://youtu.be/edkJQ4wHqHY or http://youtu.be/4wK3SF3DfcM McDonald's 

http://youtu.be/e7gR7EYjcP8 Jaguar good to be bad

http://youtu.be/Kdk_7i8KIo0 princes trust

http://youtu.be/TgjCEOk1poc Lynx 

http://youtu.be/iccscUFY860 John Lewis Christmas 

Task 3: research the audience for your mobile phone concept.

A) Use social media to gather information on Demographics (age, gender, socio-economic group, ethnicity) and Psychographics (see resources below).

Conclude with a summary of Behavioural advertising -  http://youtu.be/UzOGdtV-_4w 

B) Write a treatment for your mobile phone advert - discuss what aspect of a smartphone you will feature to connect with the audience (uses and gratifications - see categories of why people use the media)

assessment: Pitch the treatment for a 1 minute mobile phone advert that targets a specific psychographic group

http://www.slideshare.net/jadajadajingjing/treatment-template-21761202

Think about the service of the imaginary phone you will be making the ad for example http://youtu.be/R7aLWbSv0Dg

Resources to go into your Treatment

PSYCHOGRAPHICS.(More suitable for advertising) Adverts are more likely to be identified using psychographics rather than demographics, for example… Aspirers: people who want to appear rich and attractive. ‘People who aspire to be…’ Reformers: people who want social change, are unimpressed by status and make decisions based on their         values (e.g. environmentalists) Explorers:  adventurous people who like talking risks Mainstreamers: people who follow the crowd Strugglers: people who find it hard to achieve (often connected with poverty) According to Blumler and Katz, these are the reasons why people consume media texts.  Media producers may design their texts to appeal to these needs and desires. INFORMATION Finding out about events, seeking advice, learning, satisfying curiosity/interest, security through knowledge. PERSONAL IDENTITY Reinforcing personal values, finding models of behaviour (role models), identifying with people in the media, gaining insight into self. SOCIAL INTERACTION Finding a basis for conversation, identifying with others, gaining a sense of belonging, having a substitute for real-life companionship, gaining insight into the circumstances of others, helping to carry out social roles, enabling one to connect with family, friends and society. ENTERTAINMENT Escaping, being diverted from problems, relaxing, getting cultural enjoyment, filling time, emotional release:

Contemporary use of social networks

Psychographics look at the mental model of the consumer in the context of a customer lifecycle. Amazon.com has long been a leader in this space, through innovations like “recommended products” and “users like me also bought.” Its algorithms have learned to predict its users, and what they are interested in. 

Here’s how a psychographic profile might look different from a traditional marketing profile target for a childcare provider:

Psychographics provide much more useful information about users. There are multiple data sources making this possible today. Social profile data & behavioral data online.

Social Profile Data

Profile data from social networks consist of all the fields users grant permission for brands to use on their behalf. Most things that users track on social networks can be used to create a closer relationship with a customer. Fields like relationship status, level of education, interests and occupation can all be managed through social profile data. Watch behavioural advertising http://youtu.be/UzOGdtV-_4w 

Assessment Quiz on Adverts: http://www.businessinsider.com/quiz-can-you-figure-out-what-these-ads-are-for-when-the-branding-is-removed-2012-6?op=1&IR=T 

What persuasive techniques?

4.1 key features of promotional moving image: viral buzz

Objective: to understand the terms 'viral advertising' and how advertisers 'create a buzz'

Pass: to describe what makes a viral advert giving examples, and describe how advertisers used social networks to create a buzz

Merit: to explain the effect of viral advertising, referring to detailed examples of how advertisers create a buzz

Starter: http://www.marketingmagazine.co.uk/article/1359415/dc-shoes-surprisingly-arty-spot-one-2015s-best-viral-ads

Why would you want to share this?

Why would a DC trainers make this advert - how does it make you feel about the brand?

What is a brand?

https://m.youtube.com/watch?v=JKIAOZZritk

What is viral marketing?

"Viral video campaigns focuses around the goal of causing viewers to spontaneously spread it by sending it to friends. Viral video campaigns are one of the most common types and have driven sites like Youtube into billion dollar businesses."

https://prezi.com/fjxsglspnkqb/viral-marketing/# 

How - an online presence to create a buzz around your video

Likes, Retweets, Views, Trending - What do these words mean, and what causes YOU to 'like'? 

http://youtu.be/owGykVbfgUE old spice case study:

https://www.slideshare.net/tanmayms/the-old-spice-campaign-case-study?from_m_app=ios 

What makes an ad go viral how did they create a 'buzz'?

12 most viral ads 2015 (note that PSAs included)

http://www.adweek.com/news-gallery/advertising-branding/12-most-viral-ads-2015-so-far-166053 

So how do you create a 'viral buzz'

A Few Reasons Old Spice Videos Work

Old Spice is extremely smart and targeted with their videos. It may seem they’re just going for pure wackiness, or shock value, but that’s not the case. Their initial viral videos were really focused on who was currently buying their products—women who were purchasing items for their sons, husbands, boyfriends, etc. They were really able to appeal to women with the sense that Old Spice is able to give a man all the qualities a woman is seeking.

They then did a little research and realized they were continuing to do well with this market, but their real untapped market was men and boys, thus the foray into the hilarious, yet surreal, which is what we’re seeing with Mom Song.

Ultimately, Old Spice is able to do something that’s difficult, which is creating video content that’s appealing from a consumers’ standpoint, while simultaneously being funny and entertaining—it’s like tuning into your favorite sitcom, so you forget you’re even being sold to for a moment.

Learning from Old Spice’s Success

You may not be an international corporation, but there are a lot of takeaways small businesses can incorporate into their marketing tactics that will increase their chances of going viral.

• Strive to bring about some type of emotion, regardless of what it is. You can make people feel nostalgic, happy or make them cringe with discomfort, but any kind of evocation of emotion is a good thing in terms of viral marketing.
• Viral marketing is not a time for the hard sell. Think about Old Spice—yes they’re advertising their products, but above all they’re entertaining. No hard sell video is going to go viral.
• Create a concise, clear message. Try to craft one brief sentence that describes all you want to accomplish video. The shorter the better.

Read more at http://www.business2community.com/marketing/old-spice-continues-dominate-viral-marketing-0770186#tK7UpudHK69EPiKi.99

Task 1: research into the use of social media behind the success of one of the Top 10 viral video campaign. 

1. Make notes on statistics (number of views, likes, etc)

2. How often posted where (Twitter, Facebook, YouTube) and when

3. A selection of the audiences that were involved in forwarding and making the ad go viral

4. What was appealing to the audience about the ad (emotional manipulation, humour, psychographic)

Task 2: assessment: Using Powtoon, create an animated presentation that summarises (similar to the info graphic above) demonstrating what you have learned about creating a buzz for a viral video advert. Refer to Case Study examples from the clips on the blog.

http://youtu.be/2X8Bd3-G6IU coke 

http://www.dailymail.co.uk/news/article-2422319/The-True-Move-H-mobile-phone-advert-crying.html 

http://youtu.be/VGXCcEZJ7Ms obesity psa 

http://youtu.be/VQ3d3KigPQM T-Mobile Liverpool Street 

http://youtu.be/sJja5SUdzY4 mobile phone banned Kazaam

http://youtu.be/eBuC_0-d-9Y F**k the poor charity

http://youtu.be/Kdk_7i8KIo0 princes trust

http://youtu.be/TgjCEOk1poc Lynx 

http://youtu.be/iccscUFY860 John Lewis Christmas