Summer Project: coursework planning

 Summer project tasks

1) Research: health drink TV adverts

Watch the following adverts and answer the questions below.

Innocent Drinks

Watch the following adverts for Innocent drinks (these are from different campaigns).

Innocent example 1: 

Innocent example 2:

Innocent example 3: 

Answer the following questions:

1) What is the unique selling point of the product? 

They are supposedly healthy drinks with many different flavours.

2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.

I think it is aimed at teenagers and adults as of the childish looking logo and colourful flavours but also people who are looking to stay fit and have a healthy lifestyle.

3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene.

There is playful and happy music as well as a grassy setting signifying nature, which emphasises the healthy living for the audience.

4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.

There are representations of gender because in the first advert, the main role is played by a man reinforcing traditional gender stereotypes.

Extension: What narrative is offered by the adverts? Try and apply narrative theory here.

Todorrov's equilibrium theory is shown as there is an equilibrium as he is living his daily lives and a disequilibrium when he recognises that he is missing something and missing energy that he needs to start the day, which is then resolved by the product he is advertising, shown as call to action as well as a solution.

Lucozade

Note: Lucozade isn't a health drink so we can't use it as our chosen brand but is a great example of drink advertising to our target audience of 15-30 year olds. Lucozade adverts are also great for lifestyle elements.

Lucozade example 1: 

Lucozade example 2:

 

Answer the following questions:

1) What is the unique selling point of the product? 

It is an energy drink, which helps keep people energised and happy.

2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.

Mainly at young adults and teenagers (mostly boys), who are in interest of being energised as the main character in the first advert is stereo-typically male and is a teenager.

3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene.

The setting is at a school building with the whole community joining in and having the product so they can all be happy in unison and the other advert has a guy walking across the streets of the UK suggesting a city life and urban setting.

4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.

There are different gender stereotypes in each adverts as in the first one, there is a male lead role describing the impact of the product, reinforcing gender roles, whereas the second one subverts gender roles as the lead role is given to a female, however is also reinforcing female stereotypes as women are shown as dancers.

Extension: What narrative is offered by the adverts? Try and apply narrative theory here.

Other health drink adverts

Watch these additional health drink adverts and see which will inspire your coursework idea.

Boost energy (note: this is another energy drink, not a health drink, but it's a great, well-edited advert): 

Vitamin Water: 

Huel: 

O'cean one8 Active Water: 

Choose one of the above adverts and answer the following questions: BOOST 

1) What is the unique selling point of the product? 

That it helps boost your energy for your daily activities.

2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.

I think it is aimed at young adults who in their daily lives, take part in activities and are very active and instantly working and doing different things.

3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene.

I admire the fast-paced camera movement and transitions as well as the quick and smooth cuts, which all connotes that the drink keeps you energised and it is fun to have.

4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.

There are many gender stereotypes that are reinforced as most of the characters in the advert are male and only 2 of them are female. This suggests a predominantly male target audience. Additionally, there is also a male doing the entire voiceover of the advert suggesting patriarchy and again reinforcing stereotypes of gender. Moreover, the packaging and logo of the brand is blue, which is traditionally suggested as a more masculine colour, further emphasising the target audience. 

Additional research: optional extension
Depending on your coursework plan and the type of advert you wish to create, you may want to research additional TV adverts (either for health drinks or more generally). You may want to simply research particularly creative adverts - this article on the best adverts of all time could be useful. 

Whatever you watch, make sure you write some additional notes or bullet points about these adverts on your blog so you are documenting your research.


2) TV advert planning 

Plan out the brand of health drink you are going to use along with the narrative and character for your two adverts. You also need to plan elements like the slogan, settings, music and more.

Answer the following TV advert pitch questions with your original idea for health drink TV adverts aimed at teenagers and young adults:

1) What brand of health drink are you going to use? You can use an existing drink.

coconut water

2) New slogan for the health drink (MUST be original - cannot be existing slogan): 

stay fresh and live in the moment!

3) Main character(s) that will appear in your adverts: 

teenage girls having fun and living their "healthy" lives

4) Narrative: What will happen in your first advert? 

there will be a group of girls who will wake up on a normal weekday doing things they usually would, then when they leave they will be bored in school and then when school ends, they get to go home and have fun at the beach with there drinks

5) Narrative: What will happen in your second advert? 

it will be a tropical environment but someone will be feeling low/down and then their friend helps them by handing them the drink to lighten up their mood and it makes them feel much better.

6) Where will you film your adverts? You need a different location for each advert.

1st advert- the beach to make it all seem cool and fun as well as entertaining as it gives an active lifestyle which most people love, that is also an obsession with the summer season. 

2nd advert- A gym for the exercising part, my cousin's kitchen because it looks very modern and clean, which is refreshing and represents a healthy lifestyle, and maybe a park for entertainment purposes or some type of tropical environment

7) Who will be in your adverts? 

My cousins- all female, young adults and possibly some of my family members, who will play the roles of the characters given.

8) What music will you use for your adverts? Note: you can use existing music tracks.

1st advert- Eternal summer by the strokes

2nd advert- Journey by Dmitry Taras

9) How will your adverts appeal to your 15-30 year old target audience? 

 

The characters in my adverts will be young adults in that age group that the audience can relate to.

10) What TV channel and programme would your advert appear during and why? Remember the brief states a mainstream TV channel or streaming service. 

BBC 1 because it is very popular and is known for broadcasting mainstream programming which includes BBC News television bulletins, prime time drama and entertainment, and live BBC Sports events, so this health drink could have a chance of hitting the audience with a new trend.

3) Statement of Intent

On the same Summer Project blogpost, write the rough first draft of your genuine 300-word Statement of Intent for the adverts you plan to create. The final draft of this document will be submitted to the exam board alongside your TV adverts and is worth 10 marks of the overall 60 marks available.

Guidance is provided by AQA in their NEA Student Booklet. 

We have also produced a Statement of Intent suggested content document to help you too. You'll need your Greenford Google login to open these documents. 

My statement of intent first draft:

Introduction

I will use coconut water as my health drink as it gives off tropical summer vibes which links to both of the concepts of my advertisements and for the slogan, I will use: "stay fresh and live in the moment" as it links to the lives of teenagers and young adults, whom are the target audience, due to their crucial decisions and important choices needing to be made at this time of their life, which should be balanced with fun times. This product will be advertised with facts and statistics and on social media, which will hopefully create new fun and healthy summer trends.

I will use Todorov's equilibrium theory to suggest an equilibrium on a normal day along with a feeling of disequilibrium and a new equilibrium with the drink being the solution. There will also be fast paced camera movement and many quick cuts to create the effect of fun and happiness that the audience can gain if they purchase the drink advertised. Furthermore, I will include active-wear to suggest energy and fitness as an element for the aspirers and different settings, including a gym to further employ that effect. There will be diegetic sound coming out of the headphones, used as a prop, for one of the characters to emphasise the benefits of the drink.      

My advert will subvert gender stereotypes as I will have non-white female characters, who will reflect the diversity of the 21st century and illustrate the modernised world we live in that has overcome the challenges women have faced, giving them the subverted leading role; this challenges traditional ideas. Moreover, this advert will present a successful lifestyle based on  mental and physical health as well as a positive mindset, opposing the lives of the lower class, whom still face struggles today.                                                                          

My target audience will be mainly women but also men and there will be a focus on both the aspirers and reformers, representing healthy living along will looking good physically. This will keep them entertained as young adults and teenagers  will enjoy consuming the product showcased with the audience pleasure of diversion and also surveillance as they can learn about the benefits of the products listed in the advertisement. The audience can therefore experience personal identity through the characters in the advert, who will also be teenagers and young adults, creating a relatable feel as this can be a way of persuasion and influence for the audience to buy the drink. It is also made for all social classes, which subverts the typical ideas of unfairness based on people's social class. 

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