written justification of my advert ideas, in relation to specific conventions.

1. Year 13 Cambridge Technicals Digital Media UNIT 20: Advertising Media
LO2: to be able to plana cross-mediaadvertisingcampaigntoa clientbrief.
TASK: You must justifyyour advert ideasin relationto the specificconventionsofthe sector: TV and Print advertising
Campaign ideas (TV, print, on-line) Justification/explanation
the key
messages
The key message for my advert is
“GetAPow” this is a catchy slogan, which
will allow my audience to remember my
drink, as well as attract more people to it,
with this edgy, catchy slogan.
The key message of both my print and video
advert for Powapple, is how it allows my
audience to “GetAPow” which can have several
meanings or which my audience can choose the
best meaning that will suit them. As some may
feel “GetAPow” is being able to get that extra
energy and power needed to power through a
hectic gym session, or a hectic day at work, and
even for students who may need that extra
boost when they’re in lessons or doing
homework. Why don’t they “GetAPow”? To
keep them going.
the
techniques
used
In regards to my advert, I will use a mid-
shot of my talent, who will be holding my
drink (Powapple) in her boxing gloves,
whilst looking straight into the camera.
There will be a limited use of words, in
which I’ll have my slogan “Get a Pow with
Powapple” and my hashtag #GetAPow. My
video advert will have various shots
representing the emotions of both the
personal trainer and female boxer. There
will also be various shots of my drink once
it’s introduced, such as a close up. I will use
upbeat music to represent her feeling much
more energised and powerful once she’s
drank Powapple.
Using a female boxer, as my main talent,
especially having her as the front cover of the
print advert, goes against conventional or
traditional gender roles. By doing this I will
attract a lot of women and girls who are my
target audience to my product. Having my talent
look straight at the camera, or giving a direct
mode of address, shows her strength and shows
that she’s in charge and feels empowered.
In regards to my video, using various shot types,
such as a close up and mid-shots will allow us as
an audience to view both expressions of the
personal trainer and the boxer. A Cutting shot
was used to show her getting the drink and
drinking it. Another shot type that was used
was a high angle which was used when the
personal trainer knocked her out, this shot
showed her in a vulnerable and weak state.
However closer to the end of the video roles
were reversed where she knocked out the
personal trainer, which was shot from a low
angle this made her look powerful and in a
position of dominance. So every shot used will
have a meaning and I hope I brought that out
within the video.
call to
action
My call to action is to have people build
further nutrients within their body, as well
as to get energised, with the mix of my
product. The call to action will improve my
audiences’ day-to-day lives whether they
are tired within the office, within school, or
at the gym. A further call to action, is to do
with my hashtag #GetAPow, in which there
will be various competitions such as free
packs of Powapple, to the person who uses
the #GetAPow filter best.
Having my hashtag as part of my call to action,
will give them the motivation to do what they
have set out to do, as with having my product it
will be able to give them the nutrients they
need, and the energy they need to go ahead or
to help them power through their day. On my
Website, I will have only have a three word call
to action, being “GET A POW” once that has
been clicked on, my audience can choose their
selected or preferred drink such as PowBerry,
and PowOrange. I may also add a “SIGN UP”

2. which will also be a call to action, as it will allow
for my audiences to sign up to a membership
which will allow them to get special offers and
discounts.
media
choices
TV adverts are the most essential platform,
as most people see them. My target
audience being middle aged women, and
teenagers would most likely see my advert
on TV pretty much all day, as it a healthy
and energy based drink. I will use my
hashtag on various social media platforms,
such as Snapchat, Instagram and Facebook.
I will also put my advert on YouTube,
however my advert may appear only to
people who search or watch may be fitness
or sport videos.
Being able to have my advert on TV the whole
day, will be a positive thing as with people
constantly seeing it on their screens or on
various channels they’re on, they’ll be
interested in trying the drink. This will further
increase my reach. My catchy hashtag which will
be used on various social media platforms such
as snapchat and Instagram will attract many
customers to my product, as with the filters
which I will implement will be fun for all. For
example Coca-Cola use their “Share a coke with”
filter.
Schedule I believe due to the nature of my product it
will be shown on TV throughout the day
and possibly past 9 o’clock.
This scheduling of my advert will fit the lifestyles
of both teenagers and middle-aged women.
the
audience
My audience is mainly aimed at teenagers
and middle aged women, from the ages of
18 to 35. Who are within the ABC2 band,
and who are mainly social climbers and
survivors.
I believe choosing this audience will have
benefits on my product, as they wouldn’t mind
trying new stuff, in addition, women from these
age groups are very empowered, and love to
have a good body, and I believe my product will
help within their day-to-day activities.