The document proposes a parody advertising campaign for a fictional cleaning product called "Excalispray." It will feature an over-the-top salesman character who loudly and annoyingly promotes the product's supposed benefits while ignoring its many flaws. The proposal outlines three ideas - a television commercial, a radio interview, and a poster - that will humorously expose the product's ineffectiveness through the character's increasing desperation and deception. Research on existing loud commercial spokespeople and misleading disclaimers informed the development of the character and storyline. The intended primary audience is middle-aged males who watch daytime TV.

1. Proposal
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Working Title: EXCALISPRAY
What is it called? This can change if you think of something better later
Product’s Purpose: My product’s purpose is to entertain and this shall be achieved through my characters
over the top antics, which will hopefully gain some laughs as well as keep my primary audience enthralled.
With my FMP being a spin off, on the real-world commercials of today, I shall be merchandising my cleaning
product, in a loud, aggravating and increasingly annoying manner in a plea to try and make a sale; which is
how I perceive adverts of today.
What is the product’s purpose (entertain/educate etc.) and how will you achieve this?
Genre: My FMP is a parody of modern-day advertisements, that are seen regularly on daytime television. In
which I shall take over and over exaggerate the stereotypical actions and mannerisms of commercial
spokespeople, people who try any method possible in an aim to make a sale, including constant shouting and
incessant referencing to the product at hand.
What sort of product is it
Content:
 A lot of recent adverts try so hard to stand out from the crowd in any way possible, as to grab the
spotlight for just a matter of moments, in an attempt to sell their product. Therefore, for my FMP I have
decided to create a spin off and or mockery of these horrifically whimsical commercials. With the
inclusion of myself as the sleazy salesman, I shall try desperately to rid of my huge stock of ineffectual
cleaning spray, which does more bad than good in almost every circumstance. Furthermore, unlike
your average commercial which usually covers up any negatives of their product, in a means to make
sales, my production will do no such thing. As to further emphasize my characters devious nature and
idiocy, I will completely lie through my teeth about the functionality of the spray, whereas the camera
will pick up on every single blatant ill effects of the product, which will be plain to see for everyone
watching.
 My secondary FMP idea was to produce a radio interview, with me playing the sleazy salesman once
again, trying to promote my product through any means imaginable; only this time I’m in a completely
different circumstance. I will be interviewed by a radio personality/presenter, who will continue to
bombard me with questions about my “multifunctional” product: “Excalispray”. The questions will
increasingly build in intensity, which will force my character to grow further and further more
uncomfortable, which will have a great effect on my sanity, as I try desperately to deflect the fact that
my product is actually terrible in every single way. The humour gradually ensues down into a
bottomless pit, as does my characters stability, when I begin to have a conflict of opinions with the
radio presenter. All will be revealed out of utter stress, including the truth about the infamous
“Excalispray”; which will lead to more violent language between the two, forcing the show to cut to an
early break.
 My third and final idea for my FMP is a poster advertising my product. The idea I have in my head for
what it may look like, is a menacingly large bottle of the “Excalispray” standing mighty and tall atop a
mountainous background, as to emphasize its power and in front of said bottle will be some equally
powerful text, such as: “mighty”, “strong”, “supreme” and so on. However, in miniscule text along the
bottom boarder of the poster, will be an incredibly long, drawn out warning about the dangers of
“Excalispray”; this will be so my character, during a certain radio interview, won’t be accused of lying
about his product as he has evidence to back his side. Furthermore, I thought adding incredibly small,
inconspicuous text would be entertaining for my audience members to read for themselves.
What is your product about? Discuss what you would put in it (be specific). Does it have a story? If so, discuss
it here

2. Proposal
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Research & Planning:
My research has majorly influenced many aspects of my work, especially the mannerisms I plan to inherit for
my character as the sleazy salesman. The idea of my incessantly annoying character came about after viewing
several of these commercials, including traits such as the constant shouting which happens to be the case for
many if not all of these spokespeople. It grabs the viewers’ attention immediately and drags them through the
entirety of the commercial. They seem to try any conceivable method to try and make a sale in short space of
time and I have gathered this information to try and replicate these attributes to the best of my ability . The
character that best shows off these aspects, in an almost comedic manner is Barry Scott, a man who
throughout every one of his commercials screams at the top of his lungs whilst constantly referring to the
product at hand “CILLIT BANG”. These commercials have been shrouded in infamy due to every point I’ve
previously made and that’s exactly what I want to take on as my character, the difference being that this time
I’m going to push it even further with an incredibly faulty product.
Finally onto the point of being a “sleazy salesman”, whereby I’ve seen many of these commercials and realised
that they generally don’t speak on any negative points of the product whatsoever. They consistently refer to
how great it is, that it even begins to be perceived by many as a miracle product. However, from watching the
“HOT HANDS” commercial I’ve witnessed just how devious some production companies can be, as throughout
the commercial the main spokesperson speaks on how great the product is and how they can handle hot food
with ease, with the user left unscathed after use. But with less than 10 seconds to go, at the bottom of the
screen displays a tiny disclaimer for only a few moments, which reads “provides protection for a maximum of
ten seconds” a seemingly heinous act as those less observant than most (typically the older generation, this
product is marketed too) won’t know the painful flaw of this product until they experience it first-hand. This gave
me massive amounts of inspiration for another of my characters main traits and I believe it will further boost the
comedic effect my FMP has on people, as it will be clear to see my deceitful, devious nature too full effect as I
try and offload my stock of “EXCALISPRAY”.
Where will you use elements of your research and planning to influence and inform your final idea (be specific
to certain parts)
Audience:
 My primary audience has an age demographic between 40-60 years. I chose this particular group, as I
personally believe the use of humour in my FMP will appeal more so to this relatively older array of
people, over a younger demographic who don’t tend to watch television as often, due to the countless
other forms of media and entertainment available to us, which are more personal to suit the user’s
interests. Therefore, I believe this older demographic is more likely to understand the humour and irony
involved in my creation, as they tend to watch television more often and thus also the commercials in-
between.
 Next on the agenda is the category of gender, where I have decided that my production is more likely
to suit the interests of the male demographic. This decision was made off the basis that males
generally don’t take offence to violent or snide humour, or at least they don’t take it as seriously as
females. Of course, this is not the case for every woman in the world, however if I am to create a
commercial which may include such aspects as minor violence and I have to decide on a primary
demographic, I believe males are less likely to take a great deal of offense and therefore won’t
complain about my decisions in the creation of the FMP. Furthermore, if my FMP’s primary purpose is
to entertain, I don’t wish it to offend people during the process, otherwise it will completely cancel out
the primary objective my production is meant to reach and therefore its appeal would be completely
and utterly ineffectual.
 Moving onto the category of social status, where I have decided that my primary demographic is to be
the middle-class. I chose this particular social status, as I believe the middle-class is more likely to be
enthralled by a product that can be purchased off of the television, especially if they happen to be
pensioners who sit down all day in front of the television watching the shopping channel. Furthermore,
the middle-class are in the category of ‘have money to spend on cheap things they don’t really need’,
whereby they purchase items which are advertised like miracle products, yet they’re only 19.99; this is
the case with most older generations, who are easily taken advantage of. In contrast the working class
don’t have the money to spend on such products, therefore I’ve decidedly chosen not to aim my
product at them. That’s not to say the working class can never afford these products, but it’s the fact
that they are less likely to spend the precious money that they earn, on items they don’t really need
and therefore not going to watch shopping channels either. Whereas the higher-classes are not going
to spend their vast amounts of money on cheap, less than entirely functional products, but are more
likely to purchase top of the range items which suit their lavish life styles and therefore even attempting
to advertise to these people would be a fruitless effort.

3. Proposal
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 Penultimately, I have chosen my primary psychographic to be ‘needs driven’. These people act upon
impulse and instinct, which most people tuning into shopping channels run on, as whatever they may
be purchasing could run out of stock at any moment. Furthermore, this group doesn’t plan ahead and
therefore this has a great impact on their spending habits, they pay more attention to the benefits of a
product, rather than paying attention to a single negative one; which is perfect for my product, as the
comedic twist is, that it’s completely ineffectual in almost every conceivable way. On top of this, this
group is quick to judge and therefore if you promote a product in a positive way to these types of
people, they are automatically going to assume that the product is of great quality and therefore
advertisers can get away with most things promoting their products to this psychographic body;
including myself.
 Finally, onto the category of race/religion, where I have decided that my product isn’t aimed at any
specific group of people. Although, I think mainly British people will find my production humorous due
to the inclusion of mildly dark humour, of which British people don’t tend to be offended by, my
production can easily be enjoyed by anyone and is not dependant on race or religion. Anyone who
understands and or watches television and its countless commercials, will enjoy the hilarity and irony of
my FMP with it being a mockery of such productions, which are not restricted to any specific group of
people. As long as you have a sense of humour and don’t mind very slight violence and censored
language, you are likely to enjoy my humorous production to the fullest. Of course, some religions
shame the use of violence and or shun foul language but as I previously mentioned, it will be very mild
and any swearing will be censored to allow for a larger audience to enjoy it and be enthralled by it.
Who is your audience? Be very detailed; age, gender, social status, psychographic etc
Why would your project appeal to this person?
Legal & Ethical Considerations:
 As mentioned in previous categories, my FMP commercial will include minor comedic violence and the
use of little, yet censored foul language. This is possible to cause offence to very few people, although
I would say that about any production which includes said aspects. Other than those very minor details,
my FMP won’t include any other majorly offensive material, as I don’t want to restrict specific
audiences from viewing it, nor do I want to offend a large religious or racial body through one
inconsiderate line of dialogue.
 My primary audience is the 40-60 year old age demographic, as I believe they are most likely to
understand the humour involved in my FMP. However, I will not purposely restrict any younger
audiences from viewing it, as it only includes very little offensive material such as minor violence and
censored language, of which can be seen to far greater effect in films and productions rated PG 12 and
below; which are obviously aimed at children.
 As to warn those who may find the trivial amount of offensive material included in my FMP
reprehensible, I will be sure to include a short disclaimer at the start of the commercial, stating that
“some viewers may find the actions in this commercial offensive”. This will therefore prevent people
from watching something they may find difficult to view and also reduce any complaints aimed at me,
as they were warned beforehand.
 I will not be using any existing: characters, names, logos and or products in my FMP. My production is
based off the many infomercials and commercials seen on modern day television, such as my loud
mouth character, however my product (Excalispray) is of my own creation and is not stolen nor heavily
based off any existing product. I’ve never seen or heard of a cleaning product that is this harmful to
humans, as that wouldn’t exactly be a huge selling point for anyone watching and therefore I’m
completely certain that I won’t be sued for breaking copyright infringement laws.
Think about any offensive material you will include?
Will you restrict younger people using/accessing it?
Will it offend any social groups/religions/ethnicities?
How will you ensure you do not offend anyone?
Are you using characters/names/logos of existing products/IPs?
Will you product be sufficiently different from existing products to not get sued for copyright infringement?

4. Proposal
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