Progress on External Client

This week I have been filming more stop motion which is a rather long process. However i have managed to improve the play doh men into 'smoother' characters to give a more cleaner appearance. I have also been researching copyright music I can use for the background of my video. I have come across two that are suitable. The first being  'I dunno' by Grapes and the other is 'The annual  new england by DoKashiteru.

Here are a few improvements of the play doh men:

Artefact 2 results

After interviewing ten people I found that there was a correlation between the two ages with results.  When asked the question what was the sales assistant wearing, ninety percent participants initially did not mention the word Nike. A general answer was given for example, a zip up top/t-shirt/top. Even though the top was made from Nike and it had the Nike swoosh shown on the top.  Everyone below the age of twenty-five noticed the Nike swoosh. Ninety percent of these participants noticed both Nike ticks on the t-shirt and the trainer. Ninety percent were also observant in the fact that the Nike swoosh was removed in the second clip but stayed on the t-shirt in both clips. The one participant who didn’t notice the tick had been removed from the trainer in the second clip said she just assumed it was there in the second clip since she stated she saw the tick on the trainers in both clips. Therefore she was not very observant in the second clip. Everyone above the age of forty-five did not notice the Nike swoosh on either trainer or top.  

From gathering this information, it may be fair to say because people are not aware or do not have a passion for Nike they did not notice the product placement. All of the younger generation did notice the tick because they are very familiar with the Nike swoosh because they may have more of a passion and may have more of an interest with Nike.  Therefore familiarity plays a huge part in answering reasons for awareness of product placement that was stated in my research paper. The younger generation are more familiar with the Nike swoosh than the older generation. The older generation did not take notice of the swoosh on the t-shirt or trainers because they were not bought up with the logo being fashionable and popular since the swoosh was not invented until 1971.

What was surprising was that most of the participants found the clips seemed like an advert even though they hadn’t noticed the actual Nike swoosh on the trainer or t-shirt in either clips.  In artifact one nearly all people stated that advertisements are annoying and they often skip if possible. And so this suggests that the brand does not actually get negative responses being displayed, just the thought of an advert is annoying. Therefore putting it in film/TV is very effective because people do not automatically assume it’s an annoying advert they are about to watch. They take in subconsciously the brand displayed in the film/TV programme. Participants who said it wasn’t like an advert said they knew this because they knew the actor and so therefore it was obvious it was a film.

It may be interesting to do make another artifact using the the clip with both the product placement on the trainer and t-shirt, but with a questionnaire so that I have more results instead of just ten.

 A few participants stated that controversial products should be accepted because it adds realism to the film. This supports Russell’s 1998 theory who said brands/products make programmes more realistic and believable. This therefore reinforces a positive attitude to product placement.

All participants stated that product placement is acceptable. They either found it “normal” or positive, in the fact that films can have a larger budget or adds realism.  A few participants said they also thought that product placement is effective but also half of the participants made comments that people are unaware of product placement and so they should be told before watching a programme that product placement will occur. This also reflects that people are unaware of the PP logo that is used in British television.

Artefact 2

For my second artifact I decided to take a short clip from the film Back To The Future 2 and edit it. The clip contains product placement. The brand is Nike. Nike is shown in the clip by using both passive and active placement. Passive placement being the logo on the t-shirt the character is wearing and active placement is the trainer the clip is focused on displaying the famous Nike tick.

I then edited the clip to take out the Nike tick on the trainer removing the active product placement. This leaves me with two clips.

The next step is to get 10 participants to watch both clips individually. I will then interview them individually collecting thoughts.

Using these two clips from the film, I want to find out how AWARE people are of product placement and what they think is ACCEPTABLE to show on TV/film regarding product placement. In artifact one people overall stated they bought more products watching TV adverts. However I am testing to see if they are subconsciously unaware of noticing product placement in the first place.

The participants also will not know that I am doing an experiment on product placement before they watch the two clips. I will explain to the participants that the clip is part of a short film so there is no confusion. I will then ask them questions based on the clips they watched. To make the experiment fair I have to make sure the participants have not watched the film before. Half of the participants are over the age of fifty and the other half are below the age of twenty-five.  After watching the clips these questions will be asked the participants individually:

Artefact 1

For my first Artefact I decided to carry out a questionnaire for my research topic, product placement.

EVALUATION

For the first artifact a survey was the most suitable approach to start with.  I asked 13 different questions to expand my knowledge of people’s general perceptions of product placement. Fifty-three people took part and ages ranged from 16- 50.  The survey results are not conclusive in the fact that they do not reflect product placement in neither a positive or negative light. This is reflected in the question asked about if people find product placement deceptive. It had a balanced reception- mainly half of people find it deceptive the other half don’t.   

A very high proportion of people, over 90% who took the survey know what product placement is. Over 90% of people agreed/strongly agreed that TV adverts are annoying and that they skip advert breaks where possible, which is what I was expecting. However, people stated they bought more items over the last six months seeing it on a TV advert than in a film/TV program. Therefore it would seem sensible to conclude that yes people find TV advert breaks annoying however the traditional advertising method is still the most effective way of persuading people to buy products, not product placement.

This has led me onto my second artifact. I will be carrying out more research on the fact that people say they buy more products due to watching an advert not in a film/TV programme. It may be the fact they are subconsciously unaware that brands/products they see in a film/TV attracts them to buy products. And so it will be interesting to see how many people are aware product placement is occurring. Even though over 90% of people stated they know what product placement is, it doesn’t necessarily mean they are aware of it. For my second artifact I am going to test this out by forming a focus group to watch a clip with product placement in and see how many people notice it.

Being critical of myself I should have asked more people of different ages to fill out the survey because a high proportion of the participants were likely to be students since the survey was sent out though Facebook. This would have given me a better reflection of the public’s perceptions.

Rough Draft of promo film

This is the first draft of the promo film for Pure Planners. I have yet to do more filming and lots of editing!

External Client Green Screen....Glass box

I had the idea to put people into a glass box in my advert. However because I wanted the advert to be a bit more quirky, I bought some play doh and  used stop motion animation to create business men stuck in the glass box. I used green screen to do this then filmed a glass box. I then had to put the two clips together and this was the process:

                                         

Storyboard....

PROMO VIDEO STORYBOARD INFO

1

A 3 second intro saying Pure Planners with their logo using a turquoise background

LOGO:

2

An animated map of world with a line going from UK to Australia (representing work over seas)

3

desk scene- with  INTERVAL RECORDING (6 frames a second)

Voice over-stating: pureplanners specialize in construction, engineering, rail, and energy. In the secene will be a birdseye shot close up of desk with A4 pieces of paper with construction logos etc.

4

Rail scene with filming construction (man looking at  railplans in a suit) and builders scene filming construction.

5

Shot of railway

6

POSSIBILITY: going to windmills filming them in use

7

GREEN SCREEN People in glass box idea??

8

men shaking hands

9

back to desk ?

10

computer screen with target box

11

arrow delivering for you

12

keyboard then writing of website

Moodboard

External client

EXTERNAL CLIENT PROJECT IDEAS:

I have recently found a client for this project called, Pure Planners. They are a new company that launched in November 2012. They are a specialist recruitment company in which I will produce a film for them to go on their website.

The first idea for the brief was to produce a 60second advert for Pure Planners to the relevant market. However I have spoken to my tutor and he suggests that I should do something more challenging and so I have decided to do a promo short film in 60 seconds that I think I will find very challenging.

I have filled out the brief for the external client and have my next meeting on Thursday with my tutor.

Promo video inspirational ideas:

 the first 13 seconds are important since in my promo film I want to incorporate this idea in the Pure Planners film. The idea will be to slow the frame rate down to around 6 frames per second to give the film originality and a sense of quirkiness to attract viewers to watch it.

This is a high standard recruitment film that gives me lots of inspirational ideas for Pure Planners. Also I like the scene of the people in a glass box that I may incorporate in my film.

In order for me to gain higher marks this term I will have to include new techniques in my promo film. I will be doing some composition this time using green/blue screen and change the frame rate to give the film special effects.

http://www.dragonflyproductions.co.uk/promotional-video-company/