Looking further into the food market, I came across the TV sponsorship, for a programme called All Stars Cooking. This is a good programme that is sponsorship by the jam producer, Tiptree.
Their sponsor ship sequence. Is player before and after each section on the programme.( before it starts, after the first 15min, just before the second 15mins starts and at the end of the last 15mins.
This sequence tells a story, that ‘Tiptree’ wins all the awards. The awards are for the best producer; therefore in every section of the sequence he gradually wins all the awards to show they are the best.
Mise sence
- Costumes: the main male actor is wearing a bright yellow and red shirt, which relates to the fact the ‘Tiptree’ logo is red. So using physiology, the audience can relate the red shirt to the logo.
- Also the red curtains at the back can be related to the Tiptree logo too.
- The props they use are the awards, because they will all 6 awards it shows that they are succeeding and are the best producer.
- Lighting: the light it bright, so you can see what is going on.
- On the back, you can clearly see the Wilkin & sons LTD logo. This is because Wilkin is the family who produced the jam first.
Editing
At the end of the last section they use a ‘dizzy’ effect. This is because he is carrying all the awards and because they are heavy he falls over.
Camera Angles
The angles do not change at all. The entire sequence is shot mid shot. This may be because he is collecting awards from the same place every time, so there is no need for movement.
Sound
They use diegetic sounds, of happy music, and photography sounds and people cheering. The dialogue is minimal. They only say ‘tipree sponsors All star cooking’.
This is good because as it is very short you only need to get to the point.
Thursday, 28 January 2010
Qualitative Research (Primary Research)
From this research I have realised that in TV adverts, the most common thing that sticks out to the audience, is annoying and shocking events. For example the Compare the market.com, the market is a symbol that everyone will remember. Compared to the first response, what people are doing and how they are doing things can stand out in persons mind.
Even though from our research, we found that they were not fond of radio adverts, they had in common were catchy theme tunes that happened to stay in both of their minds.
To conclude, our Qualitative research, tells us that in order to have a successful TV advert and radio advert, the elements of both adverts need to stick out and make a mark in our audiences mind. This is the only way even if it is good or bad anyone will remember it.
Duckfoot Research into Sponsorhips (Secondary Research)
Unkown, (2006) (http://www.thinkbox.tv/server/show/nav.1036) accessed on 25th January 2010.
They have said that TV sponsorship has exceeded over the last couple of years therefore the market is now worth over £190m.
Thinkbox’s innovative research with Duckfoot sought to dig below the surface of sponsorship to deconstruct how and why it works and how it differs from spot advertising.
The Methodology:
They have sued qualitative and quantitative research in order to find out why TV sponsorships are worthwhile.
They put a quantitative survey online, which turned out to have 1,600 respondents’ attitudes to a number of brands and live sponsorships, focusing in particular on their attitudes to brands, their awareness, how the sponsorships related to the advertisers and the programmes.
They also conducted the research, into comparing how much do programmes and sponsors have in common.
A wide range of sponsoring brands and categories were included in the study including Domino’s and The Simpsons, Toyotal Aygo and T4, Loose Women and Maltesers, Wrigleys and Hollyoaks, Bombadier English Bitter and Al Murray’s Happy Hour, Pedigree and Dog Rescue, and Comparethemarket.com and Channel 4 Drama.
They also conducted research about the brain, and how that works while you are watching a sponsor on TV.
‘The technique was featured in Malcolm Gladwell’s book, ‘Blink’ and helps reveal the strength of automatic association we have between concepts that we are unable to reveal on a conscious, rational level. In this case, it pitched competing brands against one another to assess how they performed against several key measures’.
This was a great way to asses how sponsorships have been better attracted by their audience through the working of the mind.
Their Results
• The qualitative factors are that sponsorships are seen a break in-between programmes, which allows their audience to see the first to seconds of the advert then take a break. So mentally the sponsor has still stayed in their mind.
• Their results have shown that sponsorships can make their brand famous therefore higher profits.
• They have said that programmes can have an effect on the sponsor. For example, Simpsons on Sky1 is associated with dominos, however of channel 4 people did not feel there was a connection with pizza and therefore channel 4 viewers accosted the cartoon programme with donuts.
Overall their in-depth research into how the mind works and how that can have an effect on how people view and take in information has help us think of ways we can engage our audiences into our sponsorship.
They have said that TV sponsorship has exceeded over the last couple of years therefore the market is now worth over £190m.
Thinkbox’s innovative research with Duckfoot sought to dig below the surface of sponsorship to deconstruct how and why it works and how it differs from spot advertising.
The Methodology:
They have sued qualitative and quantitative research in order to find out why TV sponsorships are worthwhile.
They put a quantitative survey online, which turned out to have 1,600 respondents’ attitudes to a number of brands and live sponsorships, focusing in particular on their attitudes to brands, their awareness, how the sponsorships related to the advertisers and the programmes.
They also conducted the research, into comparing how much do programmes and sponsors have in common.
A wide range of sponsoring brands and categories were included in the study including Domino’s and The Simpsons, Toyotal Aygo and T4, Loose Women and Maltesers, Wrigleys and Hollyoaks, Bombadier English Bitter and Al Murray’s Happy Hour, Pedigree and Dog Rescue, and Comparethemarket.com and Channel 4 Drama.
They also conducted research about the brain, and how that works while you are watching a sponsor on TV.
‘The technique was featured in Malcolm Gladwell’s book, ‘Blink’ and helps reveal the strength of automatic association we have between concepts that we are unable to reveal on a conscious, rational level. In this case, it pitched competing brands against one another to assess how they performed against several key measures’.
This was a great way to asses how sponsorships have been better attracted by their audience through the working of the mind.
Their Results
• The qualitative factors are that sponsorships are seen a break in-between programmes, which allows their audience to see the first to seconds of the advert then take a break. So mentally the sponsor has still stayed in their mind.
• Their results have shown that sponsorships can make their brand famous therefore higher profits.
• They have said that programmes can have an effect on the sponsor. For example, Simpsons on Sky1 is associated with dominos, however of channel 4 people did not feel there was a connection with pizza and therefore channel 4 viewers accosted the cartoon programme with donuts.
Overall their in-depth research into how the mind works and how that can have an effect on how people view and take in information has help us think of ways we can engage our audiences into our sponsorship.
Aol Television (Secondary Research)
Aol Television
unkown, (December 2009) 'Top ten adverts of 2009: Prepare to be shocked!'(http://www.aoltv.co.uk/2009/12/17/top-ten-adverts-of-2009-prepare-to-be-shocked( Accessed on 24th January 2010.
This website that researched into the top ten clips watched on tellyads.com in 2009.
Cadbury's Eyebrows
The first advert on the top ten was Cadburys eyebrows. From their research they have said that the UK has picked up this trend which has, resulted into people making their own wired eyebrow dances.
Compare the meerkat.com
This advert shows a market complain that people keep going on his website to compare insurance deals however it is the wrong one. They have found out the catch phrase ‘simples’ is known throughout the nation.
PG tips
From their research they have found out this advert is for the entertainment values of teas. However it was third place.
Church hill: Rolf Harris
Even though this advert about insurance there is nothing about car insurance until the end of the advert. Churchill has, made an iconic character that is known through out the UK of the nodding dog. However this advert only came fourth place.
Commercial for healthy eating.
From their research they have gathered that, the characters go to buy a takeaway and then eat it in front of the TV. This is why they are showing this because even though it is funny because the characters are made out of plaster sine, there is still moral behind it. However this is why is number five in their top ten, because not that may people like to watch things that that are bad for you
Malteasers
They have found out that this advert is funny and it brings a smile to the face of the ‘joker’. This shows that even though chocolate it bad for you it still can bring happiness.
Vodafone: If I Ruled the World
This advert has been made into a musical about two lovers that have been separate over summer, but the aim of the advert is to tell their audience that over 35 countries will allow you to use your Vodafone mobile to ring people back home for the same cost. From this advert they have found out that this has made an impact of over summer.
Viva: Green Army
They have found out that this advert is annoying, because it is criticizing the fan base of Plymouth Argyle. They have found out from their own spruces that they man is annoying however he is still advertising car insurance
EDF Energy: Eco20:20
This advert has been thought to have been higher up in the list because of it 60’s/70’s reference
‘We think EDF should start making more ads of such quality instead of sending people to our front door with clipboards, its much better advertising.’
Overall I have picked up on that advertising through the Internet can change what composes do in the world to advertise. Also the most popular adverts were car insurance companies, compared to chocolate adverts. This has surprised me because car insurance is a boring market however each company has made it easier and quicker to find out their quotes through simple and catchy advertising.
unkown, (December 2009) 'Top ten adverts of 2009: Prepare to be shocked!'(http://www.aoltv.co.uk/2009/12/17/top-ten-adverts-of-2009-prepare-to-be-shocked( Accessed on 24th January 2010.
This website that researched into the top ten clips watched on tellyads.com in 2009.
Cadbury's Eyebrows
The first advert on the top ten was Cadburys eyebrows. From their research they have said that the UK has picked up this trend which has, resulted into people making their own wired eyebrow dances.
Compare the meerkat.com
This advert shows a market complain that people keep going on his website to compare insurance deals however it is the wrong one. They have found out the catch phrase ‘simples’ is known throughout the nation.
PG tips
From their research they have found out this advert is for the entertainment values of teas. However it was third place.
Church hill: Rolf Harris
Even though this advert about insurance there is nothing about car insurance until the end of the advert. Churchill has, made an iconic character that is known through out the UK of the nodding dog. However this advert only came fourth place.
Commercial for healthy eating.
From their research they have gathered that, the characters go to buy a takeaway and then eat it in front of the TV. This is why they are showing this because even though it is funny because the characters are made out of plaster sine, there is still moral behind it. However this is why is number five in their top ten, because not that may people like to watch things that that are bad for you
Malteasers
They have found out that this advert is funny and it brings a smile to the face of the ‘joker’. This shows that even though chocolate it bad for you it still can bring happiness.
Vodafone: If I Ruled the World
This advert has been made into a musical about two lovers that have been separate over summer, but the aim of the advert is to tell their audience that over 35 countries will allow you to use your Vodafone mobile to ring people back home for the same cost. From this advert they have found out that this has made an impact of over summer.
Viva: Green Army
They have found out that this advert is annoying, because it is criticizing the fan base of Plymouth Argyle. They have found out from their own spruces that they man is annoying however he is still advertising car insurance
EDF Energy: Eco20:20
This advert has been thought to have been higher up in the list because of it 60’s/70’s reference
‘We think EDF should start making more ads of such quality instead of sending people to our front door with clipboards, its much better advertising.’
Overall I have picked up on that advertising through the Internet can change what composes do in the world to advertise. Also the most popular adverts were car insurance companies, compared to chocolate adverts. This has surprised me because car insurance is a boring market however each company has made it easier and quicker to find out their quotes through simple and catchy advertising.
Wednesday, 27 January 2010
Cadburys Sponsoring Coronation Street (Primary Research)
Cadburys Sponsoring Coronation Street
Camera angles
There is an establishing shot of the ‘Coronation Street’. This is the same street in the actual programme, but it is made of chocolate. So this is triggers, the audience about the programme and to connect it to chocolate.
There is a high angle shot, from the street to a bird’s eye view of the whole street. This gives the audience a contrast from looking from a normal view to a birds eye view.
Effects
There is a twirl effect used at the end of the scene, this makes a transition into the chocolate being mixed with the two glasses of milk. Which are the significant images related to Cadburys.
Mise En scene
All the parts in the scene are made of chocolate, which makes its significant to the point of the sponsorship.
At the end of the sponsorhip, they use the colour purple, which is the representaion of Cadbury's Chocolate. Even though the name 'Cadbury's' is small and in the middle the purple gives reference back to the company.
Sound
The sounds are diegetic which means the audience can hear the sounds that are happening, however the characters cannot.
The voice override at the end, says that Cadburys sponsors 'Coranation street', the nations favourite. This is the slogan, so it makes everyone aware that everyone likes Cadburys Chocolate.
Audiences
They are the people that enjoy the programme however, as it states at the end it is’ the nations favourite.’ So this means that the majority of people like the chocolate.
Tuesday, 26 January 2010
Media Institutions
Radio Ville
Radioville are the first and only agency that is part of the IPA and the only specialist radio advertising agencies in the UK.
Looking at what they do, they are focused ‘we’. This is because at every statement they have it starts with WE.
‘ we are a project basis’
‘we work alongside existing mainstream agencies’
‘we direct the actors’
‘we send out the finished’ spot’
This institute plays an important role for a radio advertising agency, especially in the UK.
Radio Ville agency
www.radioville.co.uk
White noise
White noise company are a TV advertising agency, the believe that adverts are the most effective way to build a brand name.
They also believe that TV advertising has changed over the years and now has become more affordable.
This company helps smaller companies with brands that may not be known and help them compete with well known names.
They have done adverts for Shoe Tailor, Vodkat Cat. These are brands that are not well known, however they have made adverts for enviro fone and blackburn college.
http://www.whitenoise.tv/?gclid=CPPBmJCDyJ8CFUYB4wodzFmTWg
Radioville are the first and only agency that is part of the IPA and the only specialist radio advertising agencies in the UK.
Looking at what they do, they are focused ‘we’. This is because at every statement they have it starts with WE.
‘ we are a project basis’
‘we work alongside existing mainstream agencies’
‘we direct the actors’
‘we send out the finished’ spot’
This institute plays an important role for a radio advertising agency, especially in the UK.
Radio Ville agency
www.radioville.co.uk
White noise
White noise company are a TV advertising agency, the believe that adverts are the most effective way to build a brand name.
They also believe that TV advertising has changed over the years and now has become more affordable.
This company helps smaller companies with brands that may not be known and help them compete with well known names.
They have done adverts for Shoe Tailor, Vodkat Cat. These are brands that are not well known, however they have made adverts for enviro fone and blackburn college.
http://www.whitenoise.tv/?gclid=CPPBmJCDyJ8CFUYB4wodzFmTWg
Subscribe to:
Posts (Atom)