2. Info-graphic Research:
Photography- This is one of the roles that I have chosen because
photography is used in the majority of media meaning that there will be a
wide range of information about this role and the things that it effects. For
example social media, TV, Film, books, etc
Editor- This is another one of the roles that I have chosen because an
editor mostly helps other people in making sure that their work is suitable
for the public etc and instead of getting rid of the whole concept they
often build on and improve other peoples ideas.
Screenwriter- This is one of the roles that I have chosen because again this
role in media takes part in the majority of different media roles as well
such as TV, film, novels, etc. This means that this role in media plays a big
part and effects the majority of other sources of media.
3. Info-graphic Research:
Photography-The role I have decided to create an Info-graphic on is photography. This is because photography plays an
extremely large role in the media by making products such as magazines and books more visually appealing, giving the
audience a better idea what the speaker is talking about such as on TV and in simple cases such as on social media where
the public uses photos to show friends, family, etc.
The qualifications you need to start a course in photography are as seen below from “Creativeskillset.org”
• You are required to hold 240 points from GCE A-Levels (or equivalent), including a qualification in an art-related
subject, plus GCSE Maths at grade D or above and English Language at grade C or above. Key skills are accepted as
equivalent. However this is not necessary to start a photography business but It will make your business more
appealing to cliental if they can see that you have took a course in the subject.
Stats of a photographer (UK)
• The average Photographer salary is £31,923.
• The majority of Photographer job ads are for legal jobs, advertising and marketing jobs.
• The top companies in the UK hiring for photography roles are Headmasters, British army and RUSH hair.
• Photographers held about 136,300 jobs in 2012
• In 2012 60% of photographers were self-employed
• About 1 in 3 photographers worked part time in 2012
4. Info-graphic Research:
The highest paying areas for photographer
listed from highest to smallest as well as
Vacancies at this moment in time(UK)
1. Bristol £41,080/62 Vacancies
2. Wiltshire £40,117/52 Vacancies
3. The City £38,068/45 Vacancies
4. Berkshire £30,393/49 Vacancies
5. Birmingham £29,972/60 Vacancies
6. Leeds £29,704/69 Vacancies
7. Cambridgeshire £29,082/71 Vacancies
8. Gloucestershire £29,092/48 Vacancies
9. Merseyside £27,662/48 Vacancies
10. Manchester £27,456/118 Vacancies
Photographers duties-
• Use a range of techniques and
equipment when taking photos
• Advertise services to target a certain
audience
• Use photo enhancing software
• Most Photographers use digital
cameras
Typical personality traits and interests a
photographer often needs/has-
• Interest in building and creating
• Artistic skills
• Business skills
• Computer skills
• Customer-service skills
• Detail oriented
• Communication skills (if working with people)
Equipment a new Photographer will
need to start-
• Camera
• Lens/lenses
• Tripod and ballhead
• Editing software
• Calibrated monitor
• A flash
• Polarizing filter
• Smaller extra items
-Estimated cost would be round
£2045
5. Info-graphic Research:
Stats about photography world wide-
• There is an estimated amount of 6.786
billion people in the world who have a
digital camera
• Approximately 2.6million people in the
world spend some of their time looking
through other peoples photographs
• Roughly about $44,800,000 was spent for
photographs in 2012
• 300 million photos are uploaded to
Facebook daily
• Every second about 26 photos are
uploaded to Instagram
• 83% of digital camera photographers use a
computer to edit or Photoshop their
photos
• In the us more then half of photographers
are self employed
• Photographers hold just over 61,000 jobs
in the us
• The average amount of money couples
spend on photographers for their
weddings in the UK is £1,480
6. Info-graphic Bibliography:
Info-graphic research
Photography-Joel Miller. (,). Digital Media: Photography. Available: http://www.admedia.com/digital-media-photography.php. Last accessed N/A
Editor- Film/video editor. Available: https://www.prospects.ac.uk/job-profiles/film-video-editor. Last accessed
Screenwriter- screenwriter. Available: http://creativeskillset.org/job_roles/3078_screenwriter. Last accessed ..
Stats of photographer-Photographer salary stats. Available: https://www.adzuna.co.uk/jobs/salaries/photographer. Last accessed ..
Equipment for a starting photographer- Spencer Cox. (April 2018 ). Beginning Photography Equipment. Available: https://photographylife.com/beginning-
photography-equipment. Last accessed ..
World facts about Photography- Mike Johnston. (2013). Stats. Available:
http://theonlinephotographer.typepad.com/the_online_photographer/2013/12/stats.html. Last accessed ..
.. (.). Mind blowing digital Photography statistics. Available: https://www.slideshare.net/picbackman/pic-backman-digital-photography-statistics2. Last
accessed ..
8. Research:
Describe how you located, retrieved and stored information: I retrieved a number of information from the internet
however the majority of my research is using the research that I collected and then gave my opinion on what this peace of
research could mean and how it effects the company of Irn Bru. For example I would find information about a certain
advertisement that Irn Bru had done and then described how this ad would appeal to their target audience in my own
words. I didn't store the majority of the information that I found because the small information I would put in would be in
my own words so that the information that I have will be more useful for later on. However on my secondary audience
research page I haven't put any of the information in my own words because it is raw information I have collected off sites
such as The BBC, Wiki, The Scotsman, etc.
9. Client research:
Put your client research here.
Things to consider: Who the target audience is.
Who is your client, what do they make, how do they advertise their products? – My client is targeting an audience of 16-28 year old
males and females however I think it is slightly targeted more to males rather then females. I think this can be easily seen by the fact that
my clients advertisement method is often to use comedy and humour to make their product appeal to their audience and because they
know that using comedy and humour will get the attention of males round this age. For example in their adverts they often involve either
something inappropriate, something that is well known with a twist or just something comedic in general. For example one of Irn Bru’s
advertisements was an animated video of one of the well known Christmas animations/songs however they changed the words to
something that was humour's and would advertise their product. Irn Bru also targets a male audience slightly more by the way they
advertise their product however when creating their ad’s they have made sure that their ad is still gender neutral by adding an equal
amount of male and female actors in the making of all of their advertisements. Overall I think that the primary audience of Irn Bru is 16-
28 year old males and females in mainly Scotland because of the sense of humour, scenarios and type of music that takes place on their
advertisement. I also think that the secondary audience for this product would be any age ranging from 16 and above because in their
ads they don’t specify what people their drink is targeted at they just give a recommended audience that would be interested in the
product.
Remember the key things we looked at earlier in the project such as narrative, lines of appeal and persuasion – Irn Bru makes their
product appeal to their target audience by focusing mainly on the idea of making the audience who is watching the advert laugh. This in
return gives them the idea that Irn Bru is good and a sense of laughter and fun because whenever they think about it or see the product
they thing about how they laughed when seeing an advertisement for the product making them want to buy the product more.
Use screen shots, images and links to help show your research.
10. Client research:
Put your client research here.
Things to consider: How does Irn Bru advertise their product?
Who is your client, what do they make, how do they advertise their products?- Irn Bru adverts mainly focus on the humour of their
advertisements as well as showing them the realistic and unrealistic affects of Irn Bru instead of focusing too heavily on information. This
helps their advertisement to be more appealing to their audience because some don’t really see it as a advert. This could be because of
the immense lack of information and sensible environment the audience is given by the product and how instead of telling the audience
about their product they distract them with a funny joke that their product is involved in. This could help to make less people skip the ad
if they had the chance and to help more people talk about their product because of how their ad’s stand out to others. I think one of the
key peace's of evidence of this fact is that Irn Bru has had multiple advertisements banned or removed since all the way back to 1991
because of them being too inappropriate. I think this is because Irn Bru prides themselves on making their product appeal through
humour instead of legitimate facts about their product and by standing out to all other soft drink brands because they like the idea of
being different and doing something different whereas brands such as Coca Cola stick to a certain type of ads.
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.
11. Client research:
Put your client research here.
Things to consider: Irn Bru publicity
Who is your client, what do they make, how do they advertise their products?- Yougov data says that 44% of the Irn Bru’s audience is
based in Scotland, 22% are in north England and 9% is based in the midlands. However these figures at one point started to drop and Irn
Bru started to slowly lose their customers and consumers. To resolve this Irn Bru stated to the public that they where going to change the
recipe causing the publicity of Irn Bru to rise dramatically, bringing a lot of attention to the brand. Because of this Irn Bru’s audience
started to rise again and sales started to increase. I personally think that this was an act of persuasion because changing the recipe not
only brought more attention to the product because it has been the same since 1901 but it also made people who wouldn't often drink
Irn Bru try it because they got the idea that because the recipe has been changed that they might like it however there is a chance that
Irn Bru hadn’t actually changed their recipe and that they just said it to try persuade more people to buy their product although when
doing this they also created a new Irn Bru drink called “Irn Bru XTRA” allowing them to create more ads and getting more peoples
attention because it is the same as the original Irn Bru except it has no sugar this may of attracted more people to their product however
many Irn Bru fans hated the idea of them making a Irn Bru without sugar possibly making them lose a peace of their audience in the
process.
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.
12. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Irn Bru’s advertisements often use events that happen to their audience to help sell their product or to humour their audience. For
example one of Irn Bru’s adverts is a young adult meeting his girlfriends parent. This is something that many of Irn Bru’s target audience
goes through at some point so it gives them the sense of nostalgia when watching the ad making them focus more on the advert and
making them more likely to remember the ad all together because of how it appeals to the audience whereas competitors ads such as
coca cola often has ads that involve things that the majority of their audience might not of done. However this ad is not serious and
focuses mainly on being something humours which in some cases might make the Irn Bru target audience more likely to watch it because
of the positive feeling it gives the person watching. This in a way could be a way of persuasion the brand has used to try get more people
interested in their product without them even realising because they have made it so whenever someone sees an Irn Bru advertisement
they will always think of the positive attitude it gives them. In this ad you can also clearly tell that the target audience is Scottish because
of the Scottish music that is in the background and how the humour is based around the rivalry between Scotland and England football.
This helps to prove that the target audience Irn Bru is going for is the age range of 16-28.
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.
13. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Irn Bru not only does ads on TV but they have also a range of ads that are on posters and in some cases billboards. These advertiements
are made up of three key things the logo of the product, text and images, this helps to spread the range of people who actually know
about their product because the people that don’t watch TV will be able to see the ad on a poster or billboard. However even though
these ads aren't on TV they have still made sure to keep the humour in their ways of advertisements by making a short but funny joke as
well as a simple image so that the audience has some context to the joke. I think this helps to appeal to their audience because instead of
their audience having to watch/listen to a long advertisement on the TV all they have to do is read a short but catchy joke and then they
will be thinking about the brand Irn Bru making them in return more likely to buy the product. When making these sorts of ads they have
also made sure to use the colour scheme of their brand so that when the audience sees it from a far they know that it is irn bru related
and they have also made the images that they use cover up half of the ad so that people who don’t know about wonder what it is about
making them stop to read the advertisement.
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.
14. Client research:
Put your client research here.
Things to consider:
Who is your client, what do they make, how do they advertise their products?
Irn Bru has done many different methods to try make their product more attractive to their target audience of teenagers and young
adults such as focusing on the audiences sense of humour, making a range of different bottles and designs, changing the recipe and
making more then one type of Irn Bru. However I think one of the most effective methods was when Irn Bru became partners with The
Football League because it not only helps to improve their popularity in England as well as interesting and appealing to more people in
their target market because of how the partnership makes the company work closer with their fan base. However I think this could be a
way the brand is trying to persuade the audience into liking the brand more and making them more likely to buy their product because
Irn Bru is trying to make themselves seem more friendly to their target audience. Irn Bru has also done many other types of sponsorships
and partnerships such as sponsoring Rugby Football League up till 2010 and is now the broadcast sponsor for sky sports RFL coverage
making there product not only appeal to Football fans but Rugby fans too. Irn Bru has also done campaigns such as the “Clean up
Scotland campaign” which helps to create even more popularity for Irn Bru in Scotland and to give their target audience another reason
to buy their products because if they do it could possibly mean that Irn Bru does another campaign helping to improve Scotlands
Environment.
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.
15. Market research:
Put your market research here.
Things to consider: How does Irn Bru make their product look appealing to their audience?
Irn Bru is part of the soft drinks market where there is many different competitors such as Coke, 7UP, Fanta, etc. Because of this Irn Bru
needs to focus on making their product stand out from their other competitors and bring something to the table that other brands don’t
do. I think Irn Bru has already partly done this by their different sorts of advertisement methods. Such as focusing on humour and
comedy rather then information about their product. However they have also made many different types of packaging for their product
in an attempt to appeal to a larger range of people in their target audience. Coca cola has also done this by using 3 different types of
packaging such as glass bottles, tin cans and plastic bottles whereas Irn Bru has focused on using just tin cans and plastic bottles. This
could be because of the fact that Irn Bru is a reasonably small company and it’s much cheaper to use plastic however they have got many
different types of plastic bottle designs and I personally think that the colour scheme they have used of orange and black stands out a lot
more then coca cola’s black, white and red. This could have been done intentionally so that when Irn Bru is next to a competitors drink on
the shelves their product is the first product that the public sees.
What market is your client part of, who is their competition?
16. Market research:
Put your market research here.
Things to consider: Types of advertisements Irn Bru does compared to their competitors.
I think that Irn Bru has also purposely made their advertisements very different to their competitors for the sole reason of standing out
and making sure that the audience is more likely to remember their advert instead of other competitors adverts. For example Coca Cola
adverts focus on family, fun and there is often a story in each advert that they have that lasts up to 2 to 4 minutes whereas Irn Bru’s
adverts often last just 1 to 2 minutes so that there is just enough time to make a quick joke that the audience will remember. So in this
case I think that for the majority of people the Irn Bru advert will be remembered a lot more then the Coca Cola advert because I think
that Irn Bru’s adverts appeal’s greatly to their target audience where as Coca Colas advert would not appeal as much as Irn Bru’s. I also
think that Irn Bru has stuck to mainly focusing on jokes because their target audience is 16-28 year old males and the majority of males
prefer humour and silly sort of attitude rather then an advert that is filled with facts and information. This is probably why Irn Bru is the
3rd most successful soft drink in the UK because other soft drink adverts don’t use humours ads and when they do the majority of people
don’t remember them because they are not frequent enough whereas Irn Bru has humour in all of their ads so people are often more
likely to remember them.
What market is your client part of, who is their competition?
17. Audience research:
Put your audience research here.
Things to consider:
The results of any primary research you conducted about this brand.
• Irn Bru is a small company compared to their competitors such as Coke, Fanta, etc.
• Irn Bru’s colour scheme is often orange, black and blue or orange, grey and blue.
• There are 5 different types of containers that you can buy Irn Bru in.
• They are partners with “SPFL” and “The Football League”
• Since January 2018 Irn Bru has contained 50% less sugar.
• Irn Bru is also called by the public “Scotland's other national drink”
18. Audience research:
Put your audience research here.
Things to consider:
Information you found on this audience from secondary sources.
• Irn Bru is the 3rd most popular soft drink in the UK overall and is the most popular soft drink in Scotland with Coca Cola as a close
second.
• Irn Bru got a record of 700 complaints when they published a Irn-Bru poster which featured a cow and the slogan “When I’m a burger I
want to be washed down with Irn-Bru”
• Irn Bru’s main audience is Scottish people
• Barr's actively promoted their Irn Bru from the outset, with some of their earliest ads featuring world champion wrestlers and
Highland Games athletes Donald Dannie and Alex Munro who endorsed the drink by means of personal testimonials.
• A 2009 advertisement for the product features a group of high school pupils performing a musical number, with the refrain "It's fizzy,
it's ginger, it's phenomenal!" It is a parody of High school musical, and stars Jack Lowden.
• In 2012 the company changed its slogan to "gets you through", which see a number of people drinking irn bru to get through tough
situations.
• Special 250ml sized bottles are being made for Russia, to keep the cost to the consumer down helping to increase the sales of Irn Bru
in Russia.
• The maker of Irn Bru has reported its sharpest annual rise in sales of the soft drink, up by 8%.
• Irn Bru stated to ADWEEK “Our research highlighted that young people lived in a very serious world, but that sometimes they just
wanted to escape it, be a bit less ‘adult’ and have a bit of fun.”
• The new Irn Bru recipe after the sugar tax was actually more popular then the original and the sales are still increasing to this day.
19. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.
20. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.
21. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.
22. 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.
I have chosen to use this idea because I think it suits the Irn Bru target audience the best out of all my ideas
and because I think it has the right amount of humor that Irn Bru likes to have in their ads. I think this would
also be a good advertisement to use because it can also be easily turned into a radio advert by adding a
range of more sound effects so that the listener knows what the ad is about and what is going on. It could
also be easily turned into some sort of Irn Bru game that involves the two characters that are in the TV ad.
For example the game could be like some sort of whack a mole type game where the older brother is trying
to get the Irn Bru off his younger brother. I think that this ad suits the Irn Bru target audience because the
main target audience for Irn Bru is teenagers/young adults meaning that they will be able to relate to the
idea of having a annoying younger brother or sister (if they have any siblings)
In the TV advert I will make it so there is a younger brother talking extremely fast about how good other soft
drink brands are to his older brother while holding a different brand of soft drink in his hand and while he's
doing so the camera slowly gets closer to the older brother until a can of Irn Bru fly's on screen and hits the
little brother off screen leaving just the older brother and the can of Irn Bru with the narrator saying “Irn
Bru we’re here for you” at the end.
In the radio advert I will make it so the listener can hear the younger brother talking about the other soft
drink products and I will add a range of new sound effects so that the listener knows when the younger
brother gets hit by the can. For example when he gets hit by the can I will add a thud sound effect as well as
the sound of him being dragged across the floor so that the listener knows he's going off stage.
23. Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.
24. 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.
25. 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.
26. Planning Docs (Print 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.
