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Storyboard for Haven Bed Sheets ad targeting young males
- 1. By Nicola Watkins and Zoe O’Brien N8587124 N8613486 MEDIA AND COMMUNICATION TEXTS - STORYBOARD
- 3. Target Audience •Males •10 – 30 Years Old
- 4. Haven Bed Sheet Synopsis Meet Harry. Since leaving his crib Harry has lead a tough life. FRAME 1 – Image and Script
- 5. Haven Bed Sheet Synopsis Harry had to protect himself from monsters FRAME 2 – Image and Script
- 6. Haven Bed Sheet Synopsis Harry had to save the world FRAME 3 – Image and Script
- 7. Haven Bed Sheet Synopsis Harry had to find shelter from evil dictators (his parents) FRAME 4 – Image and Script
- 8. Haven Bed Sheet Synopsis Harry had to make stealth escapes from prison FRAME 5 – Image and Script
- 9. Haven Bed Sheet Synopsis …and stopped himself from being that guy at his first university party FRAME 6 – Image and Script
- 10. Haven Bed Sheet Synopsis Then Harry met Sally… now they can use Home Bed Sheets for what they were really made for FRAME 7 – Image and Script
- 11. Haven Bed Sheet Synopsis Building forts of course FRAME 8 – Image and Script
- 12. Haven Bed Sheet Synopsis No matter the occasion, we’re here for you. FRAME 9 – Image and Script
- 13. Justification
Editor's Notes
- Haven Bed Sheets, only having recently made its debut to the market, is yet to develop a strong brand image. We plan to change that with this proposed advert which utilises numerous communication elements. Branding is invaluable, it resides with all our consumers and is a promise to them about what we stand for according to Laura Lake in “What is Branding and How Important is it to Your Marketing Strategy?”. We have taken this into consideration, and believe that this advertisement will effectively communicate to consumers that Haven is what they want and need.
- Everyday we are exposed to 1000’s of advertisements for a range of products. This has created a clutter that we as marketers are forced to break through. Our proposed advertisement will tell the story of a Harry growing up as babyto a young adult and situations where he has successfully relied upon our product. Graham Robertson in “Beloved Brands” states that story telling the brand’s promise should help to separate our advertisement from all the clutter. Brands, rightly or wrongly, can have a deep impact on their audiences lives according to Helen Vaid in “Secrets of Branding Revealed”, thus we have decided to illustrate the impact our brand can have on our consumers.
- Haven Bed Sheets has decided to target males, aged 10-30 years old, to buy our product. We have found that there is a gap in the market for bed sheets targeted to this demographic, and we plan to advance on the potential of these consumers. “No other strategy is as effective as this fundamental law of brand creation; be first,” according to Al Ries in “Leading Brands and Being First in Mind”. Through being the first brand to target these consumers, we have officially created a problem in their mind and solved it through our advertisement. This will prove extremely effective as Robertson states “a good advertisement will sell the solution, not a product”.
- Harry is established as an index for our target audience, as we are presenting him as a ready consumer. The convention of a sleeping baby combined with the common saying “sleeping like a baby” signifies knowledge in the consumers mind of how hard it can be to make a baby sleep, therefore they assume that Harry is extremely comfortable, coincidentally, this is our first brand asset.
- This frame shows Harry using our product to protect himself from the “scary monsters” he faces at night time. This is an ironic subconscious metaphor as he is using our product for our second brand asset, protection, which is what our product is designed to also do for his bed. At this stage, intratextual framing will help the audience establish the connection between the first and second frame, and therefore predict that this advertisement will develop as a story staring Harry.
- This carefree depiction of Harry is an icon of a happy consumer who has purchased our product. The circumtextual use of the bed sheets is an instant index in the consumers mind of the potential damage that can be inflicted on this product. However, the intratextual use of the bed sheets indicated the third brand asset; durability.
- The fort signifies stability as the audience draws on conventional knowledge that stable foundations and materials are needed to build an infrastructure. This establishes a crucial relationship in our advertisement, identifying the fort as an icon of a home. This fort is therefore a visual metaphor for our brand’s name, assets and equity.
- Drawing on the comical aspect of Harry’s creative use of Haven Bed Sheets to sneak out, this frame is an index for trustworthiness, another desirable asset.
- This frame acts as an index for the five previously demonstrated qualities of our product, as the product is withstanding the activities of a university party. Conventional knowledge is drawn upon and assumes that with age and maturity that the use for bed sheets will be less “creative” and that our product has already undergone and survived the worst but still being portrayed in perfect condition.
- By introducing an intertextual reference to the renowned movie, “When Harry Met Sally”, it makes it evident why we chose the characters names and this assists the consumer to predict the happily ever after in our advertisement.
- The circumtrextual framing of the characters provide a comedic element as it conflicts with the voice over and the consumers assumption of what really occured. This is because the two characters, that are implied to be naked, are an index in the consumers mind of sexual activity due to westernized conventional knowledge.
- This frame is an icon of our product which establishes the message of our advertisement and connects the semiotics and frames to Haven bed sheets. The colour chosen for the text of our logo is a conventional sign, as our cultural experiences allow the brown colour to signify an earth and home aura according to Lori Smith in “Good Taste”.
- Emotional branding has been created through the chronological story of an iconic consumer and his relationship with our product. The illustration of the lifestyle our consumers have, have had or aspire to have is proved effective by Vaid. Our storyline is an index of the multiple purposes that we have created for bed sheets which relates to our slogan. Mark Gobe states in “Introduction of Emotional Branding” that “Consumers today expect their brands to know them,intimately and individually, and to have a solid understanding of their needs and cultural orientation.”Our ad proves to our target audience through the use of indexes, conventional and iconic signs that we understand them and their lifestyle thus we can stay relevant and survive in their minds and the market according to Vaid.We have utilised conventional westernized childhood and adolescent experiences throughout our advertisement which allows our consumers to see Harry as an icon of themselves because, as Robert Schindler and Morris Holbrook as quoted in “Humour and Advertising”, youthful experiences can have widespread lifelong effects. Audiences would have extratextual knowledge of either themselves or someone they can reference to completing these activites.The idea that “sex will always be a useful weapon [in advertising]” according to John Tylee in “Does Sex Still Sell in Advertising” is drawn upon through the subtle indexes of sexual activity. Despite the G-rating required for this ad, it is still acceptable as Nils Leonard states in Tylee, that “sex no longer has to be dressed up as romance.. It’s okay to talk about it”. Coincidentally, our target audience of younger, well educated males apparently receive this type of humour better according to Charles Gulas et al., in “Humour in Advertising”. To conclude, we believe that the suggested advertisement for Haven Bed Sheets will create a strong and reputable brand that our target consumers will love.