My Irn-Bru Pro Forma for my York College course.

1. Camera Operator
JOE DUFFY

2. Info-graphic Research:
The Basics:
Prepare/Operate Camera and it's equipment.
Work with Director (of Photography) to achieve visual style of the film.
Manage Camera Staff and communicate with staff.
Needed:
How to operate, use and repair different cameras, lenses and supporting equipment.
Have creative input/artistic ability.
Patience and co-ordination (multi-task).
Pay attention to detail = Composition, Perspective and Movement.
Collaborate/motivate with the artists and crew in a sensitive/diplomatic manner.
Understand health/safety procedures.
Good planning, especially with single chance shots (explosions).
Study the script to be accurate when filming.
Work efficiently to avoid time problems.
Deal with all weather conditions.
Physically strong/Good stamina to carry heavy equipment for long hours.
Have knowledge about new techniques/equipment.
Average Annual Pay:
£30,000.

3. Info-graphic Bibliography:
Anon. (2018). Camera Operator. Available:
http://creativeskillset.org/job_roles/3073_camera_operator. Last accessed 13th Sep 2018.
Anon. (Anon). Camera Operator Salary. Available:
https://www.payscale.com/research/UK/Job=Camera_Operator/Salary. Last accessed 13th Sep
2018.
AGCAS editors. (2017). Job profile Television Camera Operator. Available:
https://www.prospects.ac.uk/job-profiles/television-camera-operator. Last accessed 13th Sep
2018.
Anon. (2018). The Responsibilities of a Camera Operator. Available: https://bscine.com/role-of-
camera-operator. Last accessed 13th Sep 2018.

4. Info-graphic:

5. Research:
Describe how you located, retrieved and stored information:
To begin with, I searched the name of the profession to find basic information about what was required from the
individual to perform successfully in the job. On websites where lots of information was placed, I selected the more
important parts and wrote them in a more concise format on the PowerPoint, creating different sections to make the facts
easier to read later on when making my infographic as well as make sure not to repeat points in order to avoid personal
confusion. I went into further detail on certain points, adding parts to already created facts and adding new ones. To show
the authenticity of my research I used the website Neil’s Workshop to create bibliographies for each site I selected
information from.

6. Client research:
Irn-Bru is a soft drink made by A.G. Barr plc. It was created in 1901, Scotland and has since become one of the country’s
most popular drinks.
The adverts theme go for a "cheekier" tone when describing the drink. The newest slogan for Irn-Bru is "Irn-Bru gets you
through" which is hinted to in the advertisements. The catchphrase used in all of them, "Don't be a can't, you need a
can" refers to a can of Irn-Bru but the can't sounds an awful lot like another word beginning with "c", therefore sparking
controversy in on of itself, becoming a piece of qualitative research. This slogan isn't the only part of the ads to produce
controversy as more sexual themes are placed in some of them, including an advert simply called "Mum", in which a
mother using a push-up bra attracting her son's friends among others. However the publicity may have helped Irn-Bru's
advertisement as the saying goes, "Any publicity is good publicity".
https://youtu.be/fX_K4mNTTI8
The adverts themselves show Irn-Bru is a linear narrative, making the effect of the drink an anti-realist format in an
otherwise realist world. The basic premise of each ad is to suggest taking a drink of the beverage relaxes you in a bad
situation. This persuades the public that the drink is "rewarding" for them.

7. The adverts themselves show Irn-Bru is a linear narrative, making the effect of the drink an anti-realist format in an
otherwise realist world. The basic premise of each ad is to suggest taking a drink of the beverage relaxes you in a bad
situation. This persuades the public that the drink is "rewarding" for them.
For example, in the 2018 advert named "Old Folks Home", a couple of workers in the previously mentioned old people's
home find their job very boring so debate whether to leave or not, describing to us their bad situation. However a
pensioner in a wheelchair gives the pair an Irn-Bru each. Once they drink it they go out to play laser quest, only to be shot
by the pensioner who gave the drink, adding some light humour to the end, being the line of appeal for the viewer. This
ending suggests the positivity the drink can provide for the customer.
https://youtu.be/UkdEL57BmM4
This same theme runs through most of their ads but a few choose a different linear narrative like their 2007 Christmas
advert which follows a boy and his snowman, taking the flying sequence from "The Snowman" but replacing the song
with an Irn-Bru version in which the Snowman wants the boy's Irn-Bru but is told he can't have it. This dispute leads to the
climax where the boy is dropped by the Snowman who also takes his Irn-Bru. This inventive advert is thought as one of
the best Christmas advertisements due to its use of "The Snowman" style and own creative liberties, leaving an
impression on the watcher.
https://youtu.be/4yZOab5gl-4
Client research:

8. Market research:
Irn-Bru is a part of the soft drink market and is primarily distributed in Scotland as the soft drink is produced
mainly within the country. This has lead to it having the nickname "Scotland's other national drink" being
second to whisky. This has made the drink more popular in Scotland than even Coca-Cola making it's rivals less
prominent in that location. However, due to Sugar Laws passed in 2017, the drink's formula has changed so
much that even citizens of the nation have favoured it less so. Also, as the drink is manufactured primarily in
Scotland, it's popularity over seas is far less, especially compared to the drinks that the Coca-Cola Company
own. This is due to the company having far more expanded areas of production, therefore making it easier to
mass produce and send to counties across the globe.

9. Market research:
Coca-Cola's adverts go for a very different tone in their adverts but keep the same ideology that
the drink provides positivity to the buyer. The best example of this one is through the Christmas
adverts in which a very happy atmosphere takes place, rather than the dry humour that Irn-Bru
presents in their ads. In this particular linear Christmas advert, a "whimsical" setting is used in
which bells and the singing of Christmas songs get the viewer into the mood of the event. The
bright reds on the Coca-Cola trucks that drive through the darker colours of the landscape make
the drink seem more appealing as they're so vibrant. The people who witness the trucks drive
past have looks of awe on their faces, suggesting the positive enforcement the brand has on
them. This gives the consumer the idea that Coca-Cola provides those who have it a gladness.
https://www.youtube.com/watch?v=ogetBqMgau0

10. Audience research:
Personally, in living memory I can only remember drinking Irn-Bru when on holiday in it's home country, Scotland. Since
this case, I believe I have had the beverage very little, especially when compared to other drinks like Fanta and Pepsi Max.
I also don't think I have seen an advert for Irn-Bru until I began researching for this task. My first impressions were that
they gave me a shock by their more vulgar themes. I would think the effect was intended as it stays prevalent in the mind.
My Dad enjoyed the drink while my Mum found the taste to be strange so wasn’t a fan.
According to the website 'YouGov', in quantitative research, Irn-Bru is bought by younger people more the older people
and is only slightly more drank by males than females perhaps as the adverts are more targeted toward males due to
them being the protagonist in more ads than females. Apparently more Left-Wing people buy Irn-Bru, which would
correlate with Scotland's (who created the drink) overall more socialist beliefs.
https://yougov.co.uk/opi/browse/Irn_Bru
1. What’s your opinion on the Irn-Bru advertisements and why?
They’re kind of funny because of their exaggerated realism.
2. Have you tried Irn-Bru before and did you like it and if you haven’t had it, why not?
I have not tried it because it’s not appealing to me!
3. Why do you think Irn-Bru isn’t as popular as other soft drinks and what would you do to improve it?
They advertise purely to Scottish people and not the rest of the world and would include other people.

11. Idea Generation:

12. Idea Generation:
Online Game to make advertisement for Irn-Bru. A Bagpiper searches through landmarks in Scotland, looking for 10 Irn-
Brus hidden in the environment. Places like in the Loch Ness (Monster), Edinburgh Castle and Edinburgh in general as well
as Loch Lomond (in a boat) and the Scottish Highlands.

13. Individual Idea:
A Bagpiper in a street in Scotland tries to create music but he has Irn-Bru stashed away in his Bagpipes so it sounds awful.
However he isn’t willing to let the drinks go so everyone gives him confused and annoyed look since it hurts their ears.
The Bagpiper gets frustrated so throws the instrument on the floor. This causes the Bagpipes to break, the Irn-Bru rolling
all over the floor. Everyone stops and stares, the bagpiper getting embarrassed. A little girl picks one up, walks over and
gives the drink to the Bagpiper. He starts to smile so everyone else does too. Everyone shares drinks and has a happy
time. The girl’s Grandmother comes over to help knit back together the Bagpipes so he plays a nice tune while everyone
has fun.

14. Group Idea:

15. IMPORTANT!!!
HAD TO CHANGE GROUP SO IDEAS IN THIS ARE DIFFERENT TO END
PRODUCT.