2. Narrative
The advert argues to protect card holders from identity theft. The goal of this advertisement
is for the audience to learn from this advert rather than waiting there making it happen to
you. The commercial “hooks” the audience with humour (pathos). The woman’s voice
coming out of a man catches the viewer off-guard—this is not a typical way to push people to
do something but to yet the mismatched voice hooks their attention long enough to watch
the 30 second advertisement. Along with making the audience laugh, the commercial makes
the viewers feel empathetic because the thief is taking away a lot of the victim’s hard-earned
money. They will also feel anxious that if this could happen to them. This idea will also
contributes to the logos of the commercial because it shows that some people will stop at
nothing to get what they want, and viewers realize that nothing exempts them from identity
theft. The commercial is relevant to the goal of persuading the audience to their hard earned
money and retirement funds.
3. Location/Props/ actor and music
Location: The advert will be directed in school using the gym because it’s
more attention seeking and will be broken down easily to the audience to
understand.
Actor: My friend will be featured in the advert as an actor. (Female actress
possibly a female teacher for the women voice.)
Prop: Dum-bells and bench press up
Costume: tracksuit and under short sleeve tee men
Music: No music at the start of the advert but will use piano sound.
4. Technology
Technology: For my Identity theft advert I am going to use the Sony HD camera to record my advert
because it will offer me to capture the image with excellent HD quality. Moreover the Sony HD
camera is full of digital technological benefits. Based on the latest technology, they are more user
friendly, and also have all the latest tech intelligence features.
Tripod: I am going to use the VELBON DF 40 tripod for Sony HD camera as it is extremely light and easy to
carry out and also has a very smooth action has a very smooth action pan head. This will give me
awesome looking tilts and pans to film.
Camera Dolly: I am going to use the Camera Dolly as well because it will give the advantage of using to
move the camera in a shot. Dolly will be a huge piece of equipment, normally heavy enough to hold
the camera to a grip by making sure that my picture doesn’t shake or bounce.
5. Technology
Technology: iStop motion (pack shot)
Cinematography – focus on range of shot (to improve the development)
Cutting images- Cutting shots and editing will creates montages by telling a story
Recording a voiceover commentary
Slowing down/ speeding images up- slowing down/speeding images up will help improve the quality of
the work by giving it extra texture.
6. Key Message
The key message of my advert is to protect yourself and your identity while you’re
shopping online if you’re teen. Your identity can easily be stolen if you give to
much information to a person you don’t know.
The three important symbols which you should always use to stop your self from
been a victim of Identity theft
Stop & Think
Stop and think about who can see the information you post online. Are you giving
access to your information to total strangers?
Think about why you are sharing information online. Is it going to be safe?
7. Target Audience
The Target audience for my advert will be teenagers aged 17-18 both male and female ethnicity
black/ white lower to middle primary target that owns credit cards because their parents don’t
think to check their credit ratings or they are more careless about protecting their information.
Teens are more likely to think their personal information is secure because of this, teens are
more likely to use credit cards in unsecured situations or give out personal information over the
phone or Internet.
The lines of appeal which I am going to use in this advert will be the following at the bottom.
• Message
• Voice over
• Action line
• logo
• 30 Sec Duration
• Narrative
• Slogan
• Text of statistic
• Music
8. Logo For My Advert
In my advert I will use a logo of the identity theft which will be important to represent the
campaign. My logo helps to identify the campaign brand and establishes it in the minds of
consumers. Instead of just seeing or hearing the name of the campaign but by the efforts of a
logo it will adds a visual image that can become implanted in peoples' minds over time. It will be
important for me to join a slogan into my advert logo design so that consumers learn to associate
them with my logo.
