Storyboarding

I am now onto my fourth draft of storyboards and I now feel confident that the ideas are correct and relate to our productand brand.
We decided to put the style of football boot into three categories: Heritage, Speed and Power.
We did this because we felt it was the best way as well as giving the boot an individual feel, as well as allowing the potential buyers to put themselves into one category or another. As a result this gives us the opportunity to affect a wider audience and consequently this means more sales.

The idea for Heritage came from the opening of Troy. I got the idea to watch troy after researching and finding out that Nike was the goddess of victory in greek mythology, as a result this lead me to watch Troy, allowing me to associate the product with the greek mythology, being that it's Heritage.

The idea for power was originally based around Wayne Rooney's goal against Newcastle, http://video.google.co.uk/videosearch?q=wayne+rooney+vs+newcastle&hl=en&emb=0&aq=0&oq=wayne+rooney+vs+#q=wayne%20rooney%20vs%20newcastle&hl=en&emb=0

Due to not being able to use more than four or five shots from professional cameras, this lead me to come up with a similar idea but instead of doing a comparison, it would just be the player with the boots. As a result showing the power of the players.

The third story board is all about speed, the pace of the advert will be fast to highlight the speed aspect of the advert, with fast clips of players dribbling and moving the ball quickly.

As of yet I have spent over fifteen hours storyboarding and I still have two storyboards to completely finish. I estimate this will take me another five hours at least.

Psychographics

The mise-en-scene of the original idea is that the 'hunk' will be surrounded by sunlight, and blue skies, as he is spraying himself with the devidoff cool water.
This is followed by him diving into the blue water, which symbolises the 'cool water'.
The pool will be surrounded by white tiles, conoting the good look of the company.
The following shot will be of the 'hunk' swimming under water, showing the blue water, further showing the audience, the look of the cool water is a direct audience association with the product.
The 'hunk' will then pull himself out of the water and the water will drip off him. Followed by women wearing green (connoting money) to drop what they are doing and drift over to where he is, with the blue water behind him, showing the brand, and him wearing white shorts, connoting the good brand name, with the sun behind him showing the setting of the advert on a sunny holiday destination.

Advertising through the use of psychographics

Through reading through the extract audience segmentation, I have learnt that advertising can be done through the use of a 'hierarchy' and that before one stage can be satisfied, the stage before that must be satisfied, as a result you can narrow down your target audience. This hierarchy however was built on class, in 1970 an american advertising agency came up with a new way to view their consumers; this was by personal aspirations.

However in more recent times, there have been sub-species, which have also been renamed/nicknamed, as 'yuppies', 'woopies', 'opals', 'lombards' and 'dinkys'. These represent different people, they are code words of which the companies aim, as a result it is easier to choose their chosen target market and can also choose their u.s.p (unique selling point).

I have decided to do a perfume/aftershave advert; I have chosen this because it appeals to esteem needs and/or self-actualisation. I say and/or because they are two types of appeal that can be linked together to gain a larger target audience. Through using an image of a famous 'hunk', I will be able to advertise the product to show perfection or as close to perfection as possible; the choice of 'hunk' depends on the demographics and chosen target audience as some may have a different idea as to whom the perfect 'hunk' is. As a result the target audience will feel that by using the product then they are closer to perfection, as a result attracting the opposite sex (or if they swing that way, the same sex).

The mise-en-scene will be someone taking their top off slowly; followed by that person diving into the water, end shot, pulling themselves out of the water ... Davidoff Cool Water

Music

Today and the last few days I have been looking at music, I have decided to do nike adverts, and specialise in different types of boots that can be worn. The idea to have quick paced adverts with lots of shots (different) of the boot, doing skills, shooting, dribbling etc. and then finish with a shot of the ball hitting the net, and having the nike logo appear with the slogan.

This will not be the same for all three adverts but, they will be similar, I have been looking at different music, samba, drumb n' base, garage, speed garage, rock, indie and a few others and I have narrowed it down to drum n' base and samba, but I will get together with my group partner and we shall decide

Possible music for advert

My heinz baked beans advert

The Advertising Handbook

I finished reading the advertising handbook finally, after borrowing it about a week and a bit ago, I learnt that there are a variety of ways to advertise, but you must always advertise to your marketing limit. From this I mean that to not advertise to heavily, so that the product runs out and that more people want it than they can produce. Depending which product I choose to advertise then I can decide how to advertise. If i choose a rare product then, the ideology would be to advertise to a small audience, to keep the product rare, like it is only for a specific social section or other target audience.