Task 3.1/2 Production Log - Emma

Using Basic Tools:

Drawing -

I used the pen tool to re-draw the outside of the can that were erased by mistake when erasing the other lines.

Free Transform -

Here I used the Free Transform tool to rescale the soda can and make it bigger so that it filled up more space on the stage.

Using the Free Transform tool I rotated the lightning bolt to ensure that it would fit on the can.

Editing - 

I zoomed in on the can and then used the erase tool to get rid of the black lines from the original image that I didn't want to use.

Using Objects: Symbols

I had to convert the text to a symbol (movie clip) so that I could later use animation to make it move.

Using Colour Tools: 

Here I used the colour properties tool to choose the colour of the can and I later used the paint bucket to fill in the rest of the can.

I used the eye dropper tool to select the same colour as the lighting bolt so that I could change the colour of the sun.

After not liking the way that using the exact same colours on the can looked I used the colour properties tool to change the colours to a more muted version of light blue and yellow for the rising sun.

Using Text Tools: Text

I used the text tool in Flash to write the slogan of the advert using the font Impact because I wanted the text to be bold and a large feature on the advert.

Manipulating Objects:

I grouped together all of the images that made up the can so that I can move it freely around the ad without having to put all of the images together separately again.

Animation: 

The animation I used was a simple one that zooms the text in from nothing to be at the centre of the stage. 

Assets: 

Here I had to convert this image to a raster image so that I could erase the background.

Saving and Exporting for the Web: 

Planning/Production - Emma

Ideas - Evidence:

Brainstorm -

For my product I am going to create an energy drink. This is because there are a lot of elements of interactivity that I can add. I want the advert to be simple and minimalistic yet it still has to show what the product is. The ad will be aimed at people who are more conscious about their health and what is going into their bodies but will still feel like it isn't aimed particularly at gym goers like lucozade sport. I think that the campaign will be bright but is only going to use two or three colours so that it is not overpowering but is also eye-catching and will get peoples attention if they are on the train or are visiting a website.

Evidence Research -

The 'League of Rockstars' campaign is interesting because it encourages the audience (teens to young adults) to get involved with the campaign. The idea behind this campaign is the thought that being a Rockstar is all in your attitude and not just a name given to famous musicians. The campaign took place on Rockstar UK's YouTube channel and featured people doing stunts and other daring acts. Online viewers will be able to vote as to whether the individual doing the stunt should be allowed to be in the 'league of rockstars'. This is a great campaign, especially for the target audience, because it allows the audience to be a part of the campaign without being taken away from the places where they engage the most and therefore makes Rockstar relevant to "a difficult to impress youth audience" as said by Head of Marketing, Adrian Troy. The colours of the ad are very simple with grey and black so that the yellow of the branding stands out against the rest of the advert without being too overwhelming, this is a good idea, mostly because if there are too many colours in one advert then it can get distracting and it won't be as effective. The Rockstar Energy Drink is also recognisable by it's yellow colour so the people who created the ad made that the focus colour so that it would be familiar to people.

I like the Boost ad campaign because they are all recognisable. The adverts all carry the same bold font with a witty slogan that will capture the attention of their target audience (15+ males) by doing what brands like Yorkie do, make it seem like the consumer will be more 'manly' if they drink boost and brand the drink in a way that might not be approachable for females. This is interesting because although the adverts don't target a large demographic a lot of people would be able to name the product of this advert just by seeing the font and the overall style of the campaign, just like Yorkie and McCoys, because people usually remember something that they either feel is exclusive or feel like they can't be a part of. The company did a good job of branding their product with the idea that the drink gives an energy like no other for example: 'Boost Up Yourself', 'Boost Dropkicks Tired In The Mouth', 'Boost Does To Tiredness What Dogs Do To Lamposts' which makes the company sound completely sure of itself, as is needed in advertising, a consumer is more likely to buy a product that is sold as 'the best' rather than 'second best'. I also like that the main colour in all of the ads is a bright blue colour, which again appeals more to the target audience than yellow, pink or green would because blue is generally seen as a more 'boyish' colour which fits with the overall masculinity vibe of the adverts. Blue is also a bold colour so the advert is likely to catch someones eye from across the street or at a bus stop than a colour like grey. 

Mood Board:

My Mood Board shows examples of some logos and slogans that I might use and also shows the overall feel of the advert. Included is a picture of a sunrise because of the slogan 'wake yourself up' which fits in with the product being an energy drink. On the side of the advert there might be some nutrition facts because this is a product that is aimed at healthier people and I want to show that the drink doesn't have any hidden ingredients. The main colours shown on this mood board are yellow, blue and black which, I think, will be the chosen colours for the final campaign because they are bright, fun colours and represent being bold and energetic which is what the drink is about.

Testing:

This is a practise banner I did to test the layout and the text that I would use on the final ad. I put the can on the left side of the banner to leave space for the rest of the ad instead of placing the product in the centre of the banner where it would block the sun rise in the background. The text is roughly placed in the middle of the advert so that it will be the main feature and catch the eye of the potential consumers since slogans and captions are usually the focal point adverts and are what people remember. The colours are bright, bold and fun which will attract attention to the advert in a way that makes people interested in what the campaign is.

Proposal -

Campaign Purpose:

The purpose of this campaign is to advertise a new energy drink that I have created. The adverts main purpose is to make people go out and continuously buy the drink as their main energy drink of choice. The campaign isn't aimed to make people feel intimidated into buying the product but instead make them feel like they want to try it. 

Title/Brand/Product:

The product that I am proposing is under the brand Natalie INC that has also created advertising for Fanta. As the main purpose of this drink is to energise the Energy Drink will be called 'Charge' to hint that the consumer needs to be charged, almost like a battery.

Client Needs:

The drinks market at the moment is missing an energy drink that doesn't have any hidden ingredients and the biggest products have ingredients in that might be questionable so the clients that I am trying to reach will need a drink that doesn't lie about what is inside but still has the same energising effect as RedBull for example. I will reach the clients needs by making sure that all of the ingredients are written on the label and on every can of the product so that they know what they are drinking.

Target Audience:

The target demographic of my audience will be females between the ages of around 16-24 because people shouldn't have caffeine before they turn 16-17 because they are still growing and it can damage their health so the campaign will be aimed at a more mature audience but still targeting young adults. The latter age is 24 because a lot of students at UNI will drink energy drinks when studying for exams or writing essays so the drink should be aimed at this age group because they are the main consumers of the product. The psychographic of the target audience will be people who are either people who go to sleep late or early risers just for that extra bit of energy before going off to do what it is they need to do that day i.e. go to school, uni or work which is why this advert in particular has the slogan 'wake yourself up' to further ascertain this psychographic.

Style:

The style of the advert is going to be bold and bright. The colours in the logo are black and yellow which provides a burst of colour but the can is also light blue. These colours will further be shown in the rest of the ad through the sunrise in the background. The fonts in the advert are bold so that they can easily be read from a distance, this also makes the slogan the focal point of the advert which is the memorable part of the campaign.

Interactivity:

The interactivity in this advert will be in the way that the text moves onto the screen. The 'Wake Yourself Up' slogan will zoom in from nothing which makes it the focal point of the whole ad and also adds to the feeling of a burst of energy. The nutrition fact 'no added sugar, no artificial colours' will scroll in from the right as the audience is reading it making it easier to see and more entertaining to look at.

Inspiration:

The inspiration behind this advert is the RedBull slogan 'Gives You Wings' automatically makes the audience think of an immediate burst of energy and essentially just having more power. The 'Wake Yourself Up' slogan is meant to give the same feeling with the sunset tying in with that feeling of an immediate effect.

Legal and Ethical Considerations:

When making this advert I have to make sure that the product and the ad itself is original and hasn't taken anybody else's work meaning that the slogan, product name and advertisement idea has to be completely my own. I researched Energy Drink names to not only get an idea of what is out there but to be sure that there isn't already a product with the same name as mine and if I used any basic stock images I made sure to edit them and layer them so that it is not a violation of copyright. In terms of Ethical Considerations I need to make sure that whatever I put on the product in terms of nutrition facts, they have to be true and cannot be made up. I also have to be careful that my advert does not cause distress or offence to the audience so will not have a political statement or things of the like.

Final Product:

Research - Emma & Karol

2.2 - Research (T2 Wk4) - GC3 1P/M/D - KAROL/EMMA

What are the different forms of research?

Quantitative research involves collecting data and turning it into numerical form so that statistical conclusions can be drawn. quantitative results are easier to compare with other results and are usually collected by doing interviews using a specified set of questions or questionnaires either on paper and sent out to people or via the web. Collecting quantitative data is usually qui                                                                                                                                 cker and you can get a wider range of results as people are more likely to fill in a questionnaire than to do something that will be more personal or take up more of their time.

Qualitative research is exploratory research. It is often used to gain insight on motivations, opinions and reasons for doing something and can also be used to devise a hypothesis for quantitative data. Qualitative methods are time consuming and usually require a lot of patience, this means that it is on a much smaller scale than quantitative research who use a larger amount of people to get their information from. It also costs more to conduct qualitative research and can be done through methods such as: individual interviews, focus groups, observations which has been the chosen method for many school-based experiments and action research.

Audience research is a term used when conducting research about an audience and is a method of finding out who your target audience is and how you can aim your advertisement etc at them. In terms of advertisement, you first need to find out who it is that would be buying your product, you can do this by surveying shops or sending out questionnaires (quantitative data). In order to find out how to aim your advert at this particular group, many companies conduct focus groups. Focus groups work by pitching your idea to a group of five or more people in your target demographic and having them feedback to you what works and what doesn't work, this is qualitative data and will help the company to generate an ad that is appropriate and attractive to their target.

ASA (Advertising Standards Authority) is the UK's lead regulator for advertisement across all media, this includes dealing with complaints and taking action against misleading or offensive advertisements. The ASA receives no government funding which means that it's work is free to the tax-payer.

Your Product

How is your product currently branded and how has it been branded in the past?

This is the Fanta campaign from 2009 featuring Gigi who after a clumsy accident turns the situation into a chance to perform mime and dance saving her from even more embarrassment. This is a clever campaign especially with the slogan 'More Fanta, Less Serious' because she played off a serious moment as something to be laughed at and enjoyed. The colours of this campaign are orange and yellow with a bit of white and black in the characters clothing, this fits with the branding because Fanta is an orange flavoured fruit drink and the colours are bright so that the ad is seen as fun and exciting. 

This ad in particular uses a reader friendly font so that it doesn't cause difficulty for people with learning difficulties such as dyslexia to read. The font is also 3D so that it stands out against the rest of the ad and is the focal point. The ad used the 2008 song 'Shut Up and Let Me Go' by the Ting Tings because it was a popular, well known song at the time of the ad and most teenagers would have heard it and instantly become interested or more engaged with the ad simply because of the song. Music is generally a big part of teenagers lives and so using a song that they would know and like instantly grabs their attention, since Fanta is largely branded towards teens and young adults this is a good move on the companies part. 

This ad is largely made of animated graphics and the only piece of imagery in the ad is the Fanta bottle itself to keep with the branding and make the ad recognisable. The graphics in the ad are a great way of keeping with the brand of Fanta because using people would probably make the advert less approachable for teenagers, seeing adults or real teenagers is a lot more demanding than animated characters which are generally more friendly and 'less serious'. The pace of the Fanta campaign is fast. The advert doesn't get caught up in nutritional facts or anything that could make it more than it needs to be, it's very simple and gets straight to the point which, again, is more appealing to teenagers who don't want to concentrate for very long on something that doesn't interest them unlike a lot of adults who usually require more information about something. There were no obvious persuasive methods used in this advert, only the implication that if you drink Fanta then you will have fun.

In 2014 Fanta released this add with the slogan 'Snack Time, Fanta Time' featuring an Indian family. The advert shows a family sat around the table looking bored until the character 'Mom' brings out a bottle of Fanta. The advert still has the same element of 'play' as seen in all Fanta branding. 

The colours in this campaign are a lot more focused on orange and yellow instead of including colours like reds outside of the characters clothing. This makes the advert seem more simple even though it targets a bigger demographic. The font, again, is reader friendly which makes it easier for anybody to read and can reach a wider range of people who will pick up the drink because they recognise what it is. The music in this advert is the Fanta jingle which is now recognisable because of the distinguished Fanta brand. As in the last campaign that I showed the only imagery that we see is the bottle of Fanta except there are also a few clips of food that we see the family playing around with, the rest of the characters are animated graphics. 

The pace of this ad is very different to the first that I showed, this is mainly because it targets a different audience. Instead of targeting just teenagers, this advert is targeted towards families, young children and adults as well showing that even if you are grown up you can still have a bit of fun in your life, this theme carries on throughout the ad showing the Mom join in with the children's playfulness. The style of the animation is the same as all of Fanta's past advertising campaigns and was designed and created by the same group of people who have done all of the other advertisements for Fanta. As in the last ad, this only persuasive method seen here is the implication that you and your family will have a good time if you drink Fanta.

State the target audience of the product in detail (psychographics and demographics):

The demographics of the Fanta target audience would be Males and Females who are 10+ this is because the brand is also aimed at families as well as teenagers as we can see in their adverts. The ads for Fanta are definitely diverse so the race and location of the target audience is anywhere and everywhere that Fanta reaches from South America to Asia, from Indian families to German families. I think that Fanta is aimed towards lower, working and middle class people because it a relatively cheap drink and the ads don't seem to feature any of the extravagance that we would see in a product aimed towards the higher classes of people. 

In terms of psychographics Fanta is aimed towards fun-loving, exciting people. All of the adverts for the soft-drink feature some sort of element of 'play' so we know that the brand is not aimed at people who are serious about a lot of things and won't want to mess around and have fun. The advertising campaigns for Fanta reach out to a lot of the 'cool' people so I think that the target audience would be people who are energetic, have lots of friends and live an active lifestyle.

Buzzman

Buzzman is a 100% independent agency that was founded in 2006.

I like this campaign by for MTV Mobile because it is an advert that is very cleverly made and can make the audience laugh. The advert also highlights the importance and usage of social media for this generation. It's a lighthearted video that makes you want to find out more about what it is about which is the main purpose behind a campaign.

DoubleClick

DoubleClick is a service of Google that develops and provides Internet Ad services. The client list includes, agencies, marketers and publishers of companies such as Coca-Cola, Microsoft, L'Oreal, Apple inc and Nike among others. The company was founded in 1996 by Kevin O'Connor and Dwight Merriman. DoubleClick was formally listed at DCLK and was then purchased in 2005 by private firms Hellman & Friedman and JMI Equity, Google then brought DoubleClick for $3.1billion. In April 2008, Google announced that it would cut around 300 jobs within the company due to redundancies but employees would be offered a job within the Google organisation as per position and experience. DoubleClick is often linked to the spyware controversy because browser cookies are set to track users from website to website and record which ads they select while browsing. DoubleClick has also reportedly been known to mislead users by using an ineffective opt-out option. 

Animated Interactive Masthead - Emma

The product that I am choosing to advertise is the Fanta soft drink. The masthead size will be 970x250 to fit the standard YouTube size and it will be created using both Photoshop and Adobe Flash. I am going to try and target a new audience for this product by making the advert funny and fresh so that it will be well remembered and then the audience is more inclined to pick it up. As per the instructions, the advert will contain at least two interactive elements and some vector animation (created via Flash). As I am going to use the products original logo in my advert I should be careful as to how I use it and be aware that it may cause copyright issues which could result in legal actions taken by the company itself - legal implications could be anything from a fine to the company asking for the ad to be taken down completely.

Photoshop Banner:

After we added the interactive elements on Flash:

I looked at the advert and I thought that it could do with some improvements so I changed some of the interactive animated elements:

Group Investigation: Karol

Web Animation Authoring Tools:

Flash- 

Adobe Flash (referred to as 'Flash') is a media system that is accessible through computer browsers. Flash is often used as a method of creating interfaces and menus on mobile phones and is also the system that supports streaming on sites such as YouTube. Flash also allows web designers to create animated websites, games, cartoons and even movies. Most Flash files are small in size so it makes the application easy to open and use without freezing or lagging. Flash is free and easy to download on the Adobe website but only the Adobe website otherwise your computer will be at risk from Viruses or Trojans. Having the Flash plug-in means that you are able to stream which means that you can watch a video without needing it to fully load, thus saving time. Flash uses Vector Images instead of BITMAP (Raster) which means the animations can be small and crisp without taking a long time to load. However, if your computer is old then it might mean that Flash works slower than expected as a lot of animations can hold up your browsing. Some organisations also block Flash in the workplace in order to keep their staff away from distractions (flash games) while they are working.

Adobe Edge Animate-
Adobe Edge Animate is a web tool developed by Adobe that uses HTML5, Javascript and CSS3 functionality. It is a Flash-like tool that only outputs HTML5 which means that whatever you create in Edge is viewable on any mobile device. The coding language in Edge Animate is Javascript which allows you to create highly interactive HTML5 animations. Using Edge Animate you can create 'carousels' or 'marquees' which are generally used on online stores for easy viewing and selection of products that when you scroll over the item information about the product and usually a link to purchase will come up. You can create responsive games with high quality graphics using Edge Animate. Another thing that has been created with Adobe Edge Animate is a banner that pops up at the side of the site you are on and turns into a game that allows you the chance to win something. Edge Animate comes to around £45 per month depending on whether you are part of a business or a school.

SWiSH-
SWiSH is an advanced Flash Creation Tool for graphic artists or web developers, the software easily creates flash animations and web designs using vector images that are pre-set with the SWiSH programme. The programme uses an advanced scripting language that is used to create files such as EXE, GIF Animation, .SWF or .MOV. You can create banners with text effects and it even comes with templates for websites that you can add animations to with the SWiSH software that costs £103.59.

Amara-
Amara is a Photo Animation Software that creates Flash-like banners with still photos resulting in a slideshow that viewers can scroll through and zoom in on using their mouse depending on how you want them to view the slideshow. Through Amara you can also add text over the pictures, background music and hyperlinks if more information about the image is necessary. Amara also allows users to turn panorama shots into a 3D view of the room which is great for virtual tours of rooms etc. Files created using Amara are exported or compressed as SWF files which allows for them to be shared on the web as well as in programmes such as Flash and Powerpoint. they can also be edited by using other HTML software. People can buy this software for $49.95.

Director-
Adobe Director is a media application platform that allows users act as the 'director' of the movie by building applications built on a movie metaphor. Director was originally designed for creating Animation Sequences using a scripting language called Lingo. The applications in Director are shown on a timeline, much like Flash. 

Players:

Flash Player-
Flash Player is a software for viewing multimedia and streaming and viewing video and audio. Flash Player can run from a web browser as a plug-in or on supported mobile devices. The player is a widely used format for games and animations. You can download Flash for free and it's plug-in version is available for more recent web browsers.

QuickTime-
QuickTime is a multimedia framework developed by Apple and it is capable of handling various formats of digital video, picture, sound and interactivity. The classic version of QuickTime is available for Windows XP.

Shockwave-
Adobe Shockwave is a platform used to add animation and interactivity to web pages. Shockwave allows Adobe Director applications to be published and used on the internet. Unlike the Flash player, Shockwave is not included in web browsers and would need to be installed.

Real Player-
Real Player or as it used to be known, RealAudio Player is a cross-platform adware media player app developed by Real Networks. The player is compatible with a number of file formats including MP3, MP4, Windows Media Format and more.

HTML5-
HTML5 is a core markup coding language of the internet used for structuring and presenting content on the web. HTML5 aimed to improve the language with support for the latest media while keeping it easily readable by humans and understood by computer devices.

Making Animation Interactive: Emma

Actionscript:

Actionscript is a programming language that is designed specifically for website animation, it is also the programming language that is used by Flash and so can be used on webpages embedded as an .swf file.  Adobe AIR also uses ActionScript helping to develop desktop and mobile applications.

Javascript:

Adobe Edge Animate uses JavaScript which is a computer programming language. It's commonly used as part of web browsers, it is also used in the development of games and desktop and mobile applications.

Code Academy -

One advantage of using Edge Animate over Flash is that Edge is especially great for interactive animations using a combination of HTML5 and JavaScript. As HTML5 becomes more prevalent, tools that make it easier to animate using HTML5 will be important for developers. Another benefit of using Edge Animate is that you can work with Vector images as well as Raster images (JPG, PNG). The strong points for HTML5 are definitely the web building.

Flash, however, will always be a good programme to build games and stream videos (Flash Player) as it's easy to animate things. Since Edge Animate is still relatively new, there are not as many tools as Flash has. This includes less drawing tools and masking. The tween tool is also an advantage of Flash because it makes things easier to create. Many big advertising companies still use Flash for their banners as it is a programme that many developers are used to and can use. 

In April 2010, Steve Jobs wrote an open letter explaining the reasons why he would not allow Flash on Apple devices. Some of these reasons are: The rapid battery consumption, lack of good performance on mobile devices, bad security and also stated a desire to avoid any third-party layer of software coming between the platform and the developer. I agree with the reasons that Jobs' stated because Flash would probably only slow the mobile device down due to the demand that it's player has, another point is also that Flash games and applications do not support touch devices which would rule them unusable by iPhone users. Why should Apple risk the glitches that Flash could cause just to allow something that will not hinder or add to the experience of an Apple Mobile Device.