Option 1: advertisements

In order for me to reach a final decision as to which brief I am going to conduct, it is important that I conduct many forms of research. This means looking at existing footage (e.g. adverts and short films) to see how they have presented the media product in order to target a specific audience. By doing this, it means that I can determine which brief I want to continue with as I have closely identified what exactly would be acquired of me in order to correctly achieve the specification being set.

ADVERT 1: IPOD 1,2,3,4...

Company: Apple
Singer: Feist
Made: 2007
Advertising agency: TBWA advertising



From looking at this advert, I liked the ways in which it represented a youthful approach to music and an advance in technology. Thus, helping to represent a 'post modern world' and a high-tech generation. The simple white background helps upon reinforcing the actual purpose of the ad; that being the product. The continual change of the Ipod product helps to also emphasise this, along with the change of colour. The straight cuts have been used quite rapidly, this helps to show how popular the product really is. This is also emphasised through the hand that grabs the Ipod to which a new coloured Ipod is presented. Along with the fast paced editing it again reinforces the popularity of the product in the ever changing technological age. Diegetic sound has been used to show the 'indie' music being presented in the ad. Not only this, but the sound also shows the clarity and quality of the actual Ipod product. This means that as well as engaging audience members with the visual 'music video' on the ipod, the sound also helps to reinforce the youthful, new musical modern era that the business (Apple) intends to promote.

Additional research for the singer Feist:

Prior to the airing of an Apple iPod Nano commercial featuring this song, The Reminder was selling at approximately 6,000 copies per week, and "1234" at 2,000 downloads per week. Following the commercial, the song passed 73,000 total downloads and reached No. 7 on Hot Digital Songs and No. 28 on the Billboard Hot 100; The Reminder jumped from No. 36 to No. 28 on the Billboard 200, with sales of 19,000. Following the television advertisement for the iPod nano in the UK, the single beat its original chart position of 102 to become number 8 in the UK charts. Time magazine named "1234" one of The 10 Best Songs of 2007, ranking it at #2.


ADVERT 2: Sky HD


Company: Sky
Advertising agency: WCRS (Named agency of the year)

I felt that this advert best represented an advert that has been created predominately around editing and pace. Straight cuts have been used to separate the different types of genres being presented in the advert. The slow paced editing has been used to emphasise the clarity and definition of each shot. Thus, helping to show the product (that being the Sky box) in the best way possible. The spoken non-diegetic sound shows the simplicity of the product and the advance in technology. Not only this, but it helps Sky target a specific audience that being people who like watching TV in extensive amounts and who have enough disposable income to purchase the expensive product each month. The particular shot (0:22) shows how the advert has used colour and high definition, in order to present the product in the best possible way. The striking blue eyes help engage audience members, which is reinforced with the CU shot of the animal. Not only this but the high definition has also been used to centralise protagonists within a particular shot. Thus, helping to express their facial expressions and make it appear as if they were actually 'here in real life'. Thus, helping to show the sophistication of the product which could not be expressed in any other way apart from the actual advert itself.