my pro forma

1. Irn-Bru
YOUR NAME HERE
KYRAN

2. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
You will need to copy and paste this slide several times -
Half of most film directors earn less than $68,440 a year (£52,446), and the other half earns more than $68,440
(£52,446) a year
Typically need good organisational, motivational, leadership and planning skills
Directors are usually paid a fee for each contract or project. Rates vary depending on experience and the type of production
Working hours will vary and shooting hours will be long and irregular. The hours may also include evenings and weekends,
often varying from 10-12 hours
A common gateway job to becoming a director is being a Runner, whose role is to carry out on set duties and potentially
make coffees.
Only 35% of individuals who set out to become a director are still in the business

3. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
You will need to copy and paste this slide several times.

4. Info-graphic Bibliography:
Put your info-graphic bibliography here.
https://work.chron.com/typical-salary-film-director-2669.html
https://nationalcareersservice.direct.gov.uk/job-profiles/tv-or-film-director
http://creativeskillset.org/job_roles/758_director
https://www.princetonreview.com/careers/65/film-director

5. Info-graphic:
Put your info-graphic design work here.

6. Client research:
Put your client research here.
Things to consider: Irn-Bru
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
Barr’s Irn-Bru was created in 1901, then spelled ‘Iron Brew’. It is owned and manufactured by Barr, a Scottish
based soft drink brand, it being based in Cumbernauld, Scotland. Compared to brands like Coca-Cola and Pepsi it is
relatively small, however it’s very popular in Great Britain, with it being commonly associated with Scotland; it being it’s
national drink – alongside whiskey. It is the number one selling soft drink in Scotland.
Irn-Bru is associated with it’s recognisable colour scheme of orange and blue, as well as the bright orange
colour of the beverage itself.
Irn-Bru has a net income of £35.6 million

7. Client research:
Put your client research here.
Things to consider: Line of Appeal
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
In terms of Line of Appeal, Irn-Bru use Comedy/Humour most frequently, as a fair amount of their marketing include comedy
and humour to show how the product can save a bad or embarrassing situation, making it a reward power. It could also be
classed under coercive power, as in the narrative of the advert, the situation would’ve been worse if not for Irn-Bru. Notable
example being ‘Train’ - https://www.youtube.com/watch?v=Yh2yZf8F-60
Another example of Line of Appeal being Beautiful Women, as the attractiveness of the protagonists mother, in the advert
‘Mum’ is a problem to him. It again links with reward and coercive power, as again, the situation would’ve gotten worse if
not for Irn-Bru. ‘Mum’ Irn-Bru Ad - https://www.youtube.com/watch?v=o9xnHq-PxYA

8. Client research:
Put your client research here.
Things to consider: Narrative structure - Linear/Sequential and Non-Linear/Non-Sequential
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
Irn-Bru’s adverts always use a linear story structure, meaning the events are shown in the order that they happened. This is
a common and easy to follow structure. Advertisers use narrative and stories to sell the product, always with the product
prominently featuring throughout. Example ‘New Fella’ Irn-Bru Ad - https://www.youtube.com/watch?v=9UprxM_aBWk

9. Client research:
Put your client research here.
Things to consider: Print Advertising
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
Irn-Bru’s print advertising mainly rely on the line of appeal of
Comedy/Humour. Shown by the joke caption displayed on the advert.
The adverts are structured with an image, sometimes the image is
funny on it’s own, sometimes not – like the example to the right.
There’s then a caption to the right with a witty comment or word play
– like the example on the right.
Print advertising is useful for when easily readable visual medium is
needed, but is restricted to a 2D frame. They can also be mass printed
on newspapers/magazines etc…

10. Client research:
Put your client research here.
Things to consider: Irn-Bru ‘Mum’ Advert
Who is your client, what do they make, how do they advertise their products?
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion.
Use screen shots, images and links to help show your research.
The advert follows a linear story structure, as all the events take place in
sequence.
In terms of Line of Appeal it links with Comedy/Humour and Beautiful
Women. It also links with reward and coercive power, as Irn-Bru is
presented as the thing that fixes the problem with the ‘protagonists’ issue.

11. Market research:
Put your market research here.
Things to consider: Coca-Cola – anti-realism
What market is your client part of, who is their competition?
The Coca-Cola Company’s advertising uses anti-realism with their most popular adverts, by using fantasy characters; such
as Santa Claus and anthropomorphic polar bears. Anti-Realism/an anti-realist narrative has the ability to use things that
aren’t a portrayal of reality, like aliens or fantasy beasts…
In terms of Line of Appeal, they use Childhood and Fantasy. They use Childhood because they’re using Santa Claus to
appeal to the consumer’s nostalgia for their Childhood memories, specifically Christmas. Santa is also in the public domain
so they don’t have to pay any royalties, he’s also a pretty safe character, apart from the breaking and entering, Santa is
seen to be a morally pure character.
The adverts do also follow a linear narrative, nothing is shown out of sequence.

12. Market research:
Put your market research here.
Things to consider: PepsiCo
What market is your client part of, who is their competition?
Pepsi’s adverts, again, use a linear narrative, as well as a mainly realist narrative. Their 2018 advert featuring Lionel Messi
shows a team of people kicking balls filled with paint at each other in a street. By using popular footballer, Messi, they’re
using the Line of Appeal of Elite People and Successful Careers; people look up to Messi as a pop culture figure and
therefore by association will likely want to buy and drink Pepsi.
A frequent marketing technique employed by Pepsi is celebrity endorsements, such
as Messi, Beyonce, Britney Spears, Enrique Iglesias and infamously Kendall Jenner.
This technique also goes far back to the 1980’s when they’d use popular icons such as
Michael Jackson. The decision to use such a long catalog of celebrities is so that
audiences and consumers can identify and choose to include elements of the
celebrities’ lifestyle and presented image.

13. Audience research:
Put your audience research here.
Things to consider: Demographics
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
Secondary –
According to YouGov, Irn-Bru’s main demographic are young leftist males; this is shown in their advertisements, almost
always shown having a young male protagonist. According to the YouGov stats, Irn-Bru’s main demographic are leftist’s,
again this is shown in their advertisements as all the people shown are relatively normal street level individuals – in
essence the adverts don’t show mustache twirling millionaires sipping on Irn-Bru.

14. Audience research:
Put your audience research here.
Things to consider: Demographics
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
Irn-Bru (A.G Barr) has confirmed that their main target demographic are young people/youth culture. Their marketing
director, Adrian Troy, said: ‘This new campaign for Irn-Bru was born out of an understanding about youth
consumers(…)they live in a very serious world and want to have a bit of fun.’
This is personified in their adverts such as ‘Parents’ or ‘Steamy Windows’, where a young person is uncomfortable
around an awkward or stiff adult; the fix for the situation being Irn-Bru.
Adrian Troy quote - https://www.thedrum.com/news/2018/02/19/irn-bru-courts-controversy-with-cheeky-ad-urging-viewers-not-be-can-t

15. Audience research:
Put your audience research here.
Things to consider: Audiences feelings on the product
The results of any primary research you conducted about this brand.
Information you found on this audience from secondary sources.
As of January 2018, A.G Barr have reportedly changed the recipe of Irn-Bru to cut down the amount of sugar, however
the recipe is still the same. This outraged loyal Irn-Bru fans, with many of them complaining that it wouldn’t taste the
same, with most of them buying old Irn-Bru in bulk before this fizzy drink Armageddon.

16. Individual Idea:
Write down and overview of your idea here. What is your is that you want to take to the rest of the group?
You can also add some visual elements to help explain your idea.
A person is feeling tired and under the weather when his friend comes into frame and gives him an Irn Bru, fixing his
friends’ ailment. It then cuts to a comedic narration over some funny images.
Rough mock-up -->

17. Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.
My group’s idea is that two friends purchase Irn Bru’s for each other and both physically start to resemble more Scottish
features, meaning we change accents and start talking in a Scottish accent. Another person enters and disrupts the vibe
between the two friends with his ‘Britishness’. In response they give him an Irn Bru and he loses his Britishness and
becomes more Scottish as well. One of them then tries to pay for the drinks with a Scottish note, he is then denied and
he says the finishing catchphrase/punch line of ‘Now, that’ll be legal tender.’

18. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
‘Storyboard’ -->

19. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
Audience Research – Conforms to my Irn Bru audience research because it includes teenage boys, which is their main
demographic
Market Research – Conforms to my Irn Bru market research because it’s realism, instead of anti-realism, like their
adverts.

20. Planning Docs (Advergame):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

21. Finished Stuff:
Finished pieces to be displayed on your blog.