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tv advertisement NHS 2.0 PRE-PRODUCTION.pptx

Jan. 27, 2023
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tv advertisement NHS 2.0 PRE-PRODUCTION.pptx

  1. NHS CAMPAIGN TV ADVERTISEMENT PRE-PRODUCTION By Chloe Meadows
  2. Get active • From the 15 responses including 16,17 and 18-year old's 80% say that they either do live an active lifestyle or try to live an act lifestyle with a main reason as to why they don’t exercise due to lack of motivation therefore in my campaign I need to use motivational language and imagery like the This Girl Can campaign to effectively engage and entertain my target audience.
  3. My ideas Inspired by this girl can campaign and a focus on mental health my advertisement will follow a woman starting out her day and partaking in exercise which will actively show the audience the benefit of being active for your mental health which will be shown to the audience through the use of diegetic sound and audio shifts.
  4. My ideas developed Audio-starts with a fuzzy muffled noise which continues throughout the opening sequences Visuals wake up from bed Put foot down in sock and when foot hits the ground changes to a trainer Tie trainer lace follow the arm with the camera up to hair Hair match cut into women at front door birds chirp and nature noises, but the muffled noise is still able to be heard Puts in headphones music can be heard with the muffle 3 2 1 on watch Subject moves out of frame Audio change as music becomes clear and muffled noise fades Shots of legs running Different directions Different locations After multiple shots woman stops with hands on her knees as the camera zooms into the watch Zoom out of the watch to end credit sequence
  5. Slogan options for tv advertisement Achieve what you thought was impossible Get Active Today https://www.nhs.uk/better-health/ Initial idea Final idea This was my first idea Positives: I included not only the campaign name but the NHS logo so people can identify what it is I also included the link to the website Negatives :the red colour looks out of place and doesn’t have recognizability to the campaign that uses a set colour scheme The background is plain white so whilst it matches the NHS logo it is quite plain and looks to clinical. ACHIEVE WHAT YOU THOUGHT WAS IMPOSSIBLE GET ACTIVE TODAY https://www.nhs.uk/better-health/ Positives: campaign and NHS logo included recognizable In NHS logo colours Coloured background All colours coherent of the campaign Negatives: overload of the logo colours Wouldn’t match the previous shot transition without obvious cut to plain Stop dreaming and start believing https://www.nhs.uk/better-health/ Positives: fits the colour scheme of the campaign NHS is clearly recognizable Negatives: too colourful Hard to read writing doesn’t match the previous shot transition I prefer the previous slogan to this one Slogan doesn’t get the message across ACHIEVE WHAT YOU THOUGHT WAS IMPOSSIBLE GET ACTIVE TODAY https://www.nhs.uk/better-health/ Positives: Fits the colour scheme of the pre-existing campaign Slogan gets the message across NHS is clearly recognizable Will match the previous shot transition better Negatives: Hard to read writing https://www.nhs.uk/better-health/ Achieve what you thought was impossible Get Active Today TAKE THE STEP TOWARDS BETTER MENTAL HEALTH Get Active Today https://www.nhs.uk/better-health/ To fit the new concept for my advertisement I had to tweak my original end slate so that it complied more with my new brief and links effectively to the visuals and audio of the advertisement.
  6. Advertising Standards Authority AND The Committee of Advertising Practice The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rule. The Committee of Advertising Practice (CAP) is the sister organisation of the ASA and is responsible for writing the advertising codes. The ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable. Some rules of the ASA Make sure that advertisements are: Legal Honest Decent Truthful Socially responsible
  7. SOCIAL MEDIA MARKETING AND ADVERTISING REGULATIONS All marketing and advertising must be: •an accurate description of the product or service •legal •decent •truthful •honest •socially responsible (not encouraging illegal, unsafe or anti-social behavior) There are regulations that restrict what advertisers can and cannot do. The Consumer Protection from Unfair Trading Regulations mean you cannot mislead or harass consumers by, for example: •including false or deceptive messages •leaving out important information •using aggressive sales techniques
  8. COPYRIGHT LAWS REGULATED BY The Intellectual Property Enterprise Court (IPEC) Copyright is one of the four areas of intellectual property: • Patents: how something works • Designs what something looks like • Trademarks: what you call it, and • Copyright: the expression (literary, artistic etc) Copyright also protects against a work being issued to the public, performed, shown or played in public, broadcast or adapted. This means that broadly an advertiser cannot use someone else's work and someone else cannot use the advertiser's work, without permission. The copyright owner can grant a license to another person to use the work. There may be several parallel copyrights in one work (for example, in the case of music, copyright in the music score, words and recording of the music), and the consent of all the copyright owners must be obtained. Provided none of the exclusions from liability apply, the copyright owner will be entitled to sue for infringement. The copyright owner may be entitled to damages and an injunction. An injunction may result in an infringing advertising campaign being stopped.
  9. ANALYSIS The regulations, guidelines and laws set out and regulated by the ASA, CAP and IPEC mean that for my advertisement to be correct ,free from potential infringement and immoral themes and information. I need to make sure all the information I use is from trusted websites and companies making sure that is truthful honest and doesn’t convey socially irresponsible themes and/or suggestions therefore the advertisement not being at risk of being taken down or not being allowed to show. It also means that I must use all my own original work in my advertisement unless it isn't copyrighted, or I get permission from the copyright owner to use their work such as music or movie references as if these are not fulfilled it may lead to potential infringement claims.
  10. BENEFITS OF SHORT ENGAGING CONTENT USING TIK TOK TIK TOK is one of the most popular and successful social media platforms of the 21st century especially with the specific target audience for this campaign of between 16- and 24-year olds with 2023 statistics showing that between the ages of 10-19 make up 25% of users and ages 20-29 make up 22.4% of users. It is estimated that on an average day a Tik Tok user spends 95 minutes on the app, considerably more time than other popular social media platforms with the target audience like Instagram (29 minutes) and Snapchat (28 minutes).Therefore it may be beneficial to effectively reach the intended audience, to promote and publish the advertisement not only on TV but on social media such as Tik Tok which is more likely to reach the intended audience as streaming is the dominant source of TV content, with 8 in 10 Gen Zer's saying they stream TV content at least weekly. In contrast, fewer than half (45%) watch via cable or satellite where the TV advertisement would be shown. Whereas TikTok has over 2 billion downloads with 60% or 1.2 billion downloads coming from Gen Z.An average Tik Tok is about 30 seconds to 3 minutes therefore in my advertisement I will keep the length on the advertisement within these times whilst also keeping the content engaging using short sharp shots to do this. Aged between 8 and 23 years old, generation Z or the post-millennial generation.
  11. LOCATION SCOUT • Everything is to be shot at my house or outside of my house due to easy access and timing. However as some of the footage will be taken outside, I will need to check the weather forecast to film on the best day with the most consistent weather.
  12. Weather forecast
  13. Storyboard
  14. Storyboard analysis My storyboard is in the format of a day in the life video however highlights the importance of continually staying active and the benefits it can have. Day in the life videos have proven to be quite popular with my target audience therefore by using that format it allows the advertisement to connect with the target audience and relate to it. I have decided to use this format to advocate the benefit of being active for someone's mental health.
  15. STORYBOARD SHOTS BY FRAME MEDIUM FULL SHOT MATCH CUT AS FOOT HITS THE FLOOR TRAINER APPEARS FULL SHOT TRACKING SHOT FOLLOWING ARM TO MOVE TO NEXT SHOT ZOOM IN ZOOM OUT AND PAN AROUND MEDIUM CLOSE UP SHOT CLOSE UPO VARIOUS TRACKING SHOTS LONG SHOT GRADUALLY ZOOMING IN EXTREME CLOSEUP SHOT STILL GRADUALLY ZOOMING IN ZOOMS GRADUALLY BACK OUT TO THIS SLIDE END OF ADVERTISEMENT SOUND AND AUDIO DIGETIC SOUND WILL BE USED THROUGHOUT TO CONVEY THE MESSAGE OF THE ADVERTISEMENT DIGETIC SOUND-THE AUDIENCE AND CHARACTER WITHIN THE MEDIA PRODUCT CAN BOTH HEAR THE AUDIO
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