Viral Ad analysis

In this assignment I shall be discussing two advertisements that have been promoted virally. My analysis shall include the comparisons between both of the advertisements with their advantages, disadvantages as well as the advertising techniques they use to appeal to the target audience. The two advertisements I have chosen to analyse are ‘Barclaycard Waterslide’ and ‘Evian Baby&Me’. These two advertisements have both been intended and created to go viral. The Barclaycard advert currently has 107,787 views and the Evian advert currently has 92,753,441 views.  

The Barclaycard advertisement target audience is predominately the A, B demographic because it’s advertising a credit card. The narrative of the advert is men and women that have a job in an office. It is humorous because it involves a normal man who works in an office and goes to London on a Waterslide, buying products using his credit card.

The advert follows the man all around central London and shows different work places and professions where the customers can use the product, this makes the audience think about the product and how they could use it, satisfying their need for information and escapism.

This promotes the product because it shows how he uses the credit card on the go. In addition to this advert, there is a game that lets the audience be the same as the character and ride the waterslide just like the character in the advert. The advert has the diegetic sound of men and women working in the office, and also non-diegetic sound with a song playing over the voices of the characters. This advert has gone viral because it is fun and humorous and when people see the Barclay shop they think of the advert and they know how easy and quick the product is to use and they will want to go and buy it.

This Evian baby & me target audience is mainly for middle class (B demographics) adults because the advert has a short story when adults turn into babies in a mirror, the babies include different races, ages and adults from different backgrounds and jobs. The advertisers of Evian water want to represent their water as one that can keep adults young at heart. This appeals to the target audience because it suggests how adults can be happy, healthy and young if they drink the water. This advert has gone viral because the advert is very humorous, it also makes you want to go and buy the product because it doesn’t really have anything to do with water. In addition to this advert there is a game that lets you turn into a baby like the characters on the advert which also helps the company promote their product. The audience will see ‘Evian’ and think of the mad, funny advert and how they can be like the characters and use the app to turn into babies themselves. The audience are more familiar with the product because of the pun line 'Evian live young' because the characters are acting young again. This also suggests how the product can make you happy and young again because when the adults turn into babies they are happy and start dancing.

They were adults at the start of the advert and at the end of the advert they ‘live young’ and turn into babies. There is diegetic sound at the start of the advert because you can hear the horns of cars and you can also hear sirens and people talking in the background. During the advert there is non-diegetic sound because there is a fast song playing through the advert when the characters are dancing. . In my opinion the Evian advertisement is a better example of a good, promotional advertisement because it uses good graphics and visual effects, it also includes enjoyable music for the audience. It uses good advertising techniques such as humour. This is also true because it has so many more views (92,753,441) than other successful advertisements.

In conclusion they have both been successful because they attend to the needs of the target audience because they both use comedy which interacts with the audience. They use escapism to make the audience want to watch it and think of a completely different life and let them escape from their daily routine and lifestyle.

 

Analysis of my Advertisement

Analysis of my advertisement (storyboard)

My viral ad is an advert that advertises sportswear. I have named my brand of sportswear 'Deportés' and it means sports in Spanish. My advert will involve an athlete wearing my sportswear whilst taking part in her sports events. In nearly all of the events she takes part in, she wins. This tells the audience that if they buy my sportswear they will be successful in the sports they want to take part in. My advert will include sounds in the background, it will be the sounds of the crowd cheering the athlete on. Also there will be fast and slow music when the tention is building up for the athlete to win the race/sport.

My advertisement is promoting sportswear, and the brand is called ‘Deportés’. My advert is 35 seconds and there are 12 shots. My adverts demographics are mainly for middle class people (B). It is mainly aimed at people who enjoy sports or prefer to wear sporty clothes.

My advert appeals to the audience because it tells a story. It follows an athlete around all sorts of events in a stadium. The events include; sprinting, javelin, hurdles, high jump, relay and cycling. These help promote and sell the product because the athlete wears the brands clothes and shows how successful you can be if you buy the product.

 

 My advert incudes diegetic sound and non-diegetic sounds. The diegetic sounds include cheering of the crowd, the non-diegetic sounds include slow music which gets faster to build tension.

Diamond Adverts

This is a diamond advert that is aimed at women. This is mainly aimed at women because there is a womens wedding ring and girly flowers. Women always want their weddding day to be the best day of their lives, "That Special day just got better..." suggests the diamond ring will make the day so much better! The background of the white silk is a connetation of the womens wedding dress, there is also a wedding invitation on top of the silk table cloth. The flowers represent the womans flower bouquet which she holds when she gets married. This will catch womens attention and they will read this to find out information on diamond wedding rings beacause the ring is the most important thing on a wedding. This follows and uses the gratification theory. They also will define the personal identity by having a diamond ring, the advert reinforces if you have a ring you will be a successful wife.

Viral Ads Reviews

This Barclaycard advert has 107,787 views on YouTube and has gone viral. The target audience is for adults because its advertising a credit card and the story of the advert is about men and women that have a job in an office. The story of the advert is also humorous because it involves a normal man who works in an office and goes to London in a waterslide and buys products using his credit card. The advert follows the man in the waterslide all around central London and shows all different work places and professions where the customers can use the product, this makes the audience think about the product and how they could use it. This promotes the product easy and quickly because it shows how he uses the credit card on the go. In addition to this advert, there is a game that lets the audience the same as the character and ride the waterslide just like the character in the advert. The advert has the sound of then men and women working in the office so it has diegetic sound but also the advert includes non diegetic sound because there is a song playing over the voices of the characters. This advert has gone viral because it is fun and humorous and when people see the Barclay shop they think of the advert and they know how easy and quick the product is to use and they will want to go and buy it.

This Evian baby&me advert has 92,753,441 views and has gone viral. The target audience is mainly for adults because the advert has a short story when adults turn into babies in a mirror. The advertisers of Evian water want to represent their water as one that can keep adults young at heart. This advert has gone viral because the advert is very humorous, it also makes you want to go and buy the product because it doesn’t really have anything to do with water. In addition to this advert there is a game that lets you turn into a baby like the characters on the advert which also helps the company promote their product. The audience will see ‘Evian’ and think of the mad, funny advert and how they can be like the characters and use the app to turn into babies themselves. The audience are more familiar with the product because of the pun line 'Evian live young' because the characters are acting young again. This also suggests how the product can make you happy and young again because when the adults turn into babies they are happy and start dancing. They were adults at the start of the advert and at the end of the advert they ‘live young’ and turn into babies. There is diegetic sound at the start of the advert because you can hear the horns of cars and you can also hear sirens and people talking in the background. During the advert there is non diegetic sound because there is a fast song playing through the advert when the characters are dancing.

Viral Marketing

Viral Marketing

1. A direct marketing technique in which a company persuades internet users to forward its publicity material in e-mails (usually by including jokes,games.video clips,etc)

2. A marketing strategyin which conventional media are eschewed in favour of various techniques designed to generate word-of-mouth publicity, in the hope of creating a fad or craze.

Edward Scissorhands

                                                         Edward Scissorhands


1. Note the use of "intertexuality" with regards to the references to fairy tales
At the begining its a fairy tale at christmas with a grandma and her grandchild and then the film goes back to that fairy tale. The castle at the top and the end of the town refers to slepping beauty.

2. Discuss how Burton creates sympathy for Edward
People fell sorry for him beacuse he has no hands and he is very different to eveyone else and lives alone with a lot of bad memories. No one accepts him for who he is, he is just getting judged all the time. The scars on his face makes the auidence feel empathy which suggests he is always pushed away.

3. Explain the importance of music within the film
The music is fast pace at points of suspence and brings fellings to the audience and sets the mood. At other points when there is a sad part in the film the music slows down.

4. Explain how the colours influence the audiences perception of the town
There is dark colours in the castle where Edward lives but there is bright and more happy colours in the town where the neighbours live.

5. Discuss the contrast between Edward and the residents of the town what does this suggest?

Enchanted

Consider how Disney subverts the conventions of the classic Fairy Tale im the film "Enchanted"

Q1. Note references to other films;
Cinderella- the slipper left at the end, the ball, the evil stepmother, she falls asleep and is awoken by the true loves kiss, the deadline at 12oclock.
Snow White- She knows the 7 dwarfs, the poisinous apples, the evil old lady, all the animals help her get ready.
Sound Of Music- she runs up the hill singing and dancing.
Sleeping Beauty- he kisses her at the end and then she comes back to life.

Q2. The opening sequence is animated and contains the features of a classic fairy tale- why?
To show it is actually a classic fairy tale but with a twist to bring the audience in and make them unsure on whats going to happen and real them in and make them think.

Q3. How does Disney introduce modern day America?
When the character falls down the wishing well and then comes out of the drains in the modern day, busy, unhelpful, rude and dangerous America.

Q4. How does the audience's reaction to Gizelle within the film portray society's reaction to the unusual?
It suggests you are judged for what you do and get judged for being different, which also in todays society.

Q5. Consider the roles of gender within the film- who has the power?
Throughout the film different people have the power, at first the prince has the power because he marrys Gizelle, then the evil queen has the power because she pushes Gizelle down the wishing well, then the man who looks after Gizelle has the power his name is Robert and he resues Gizelle then finally Gizelle has the power because he rescues Robert.

Q6. How does the conclusion of the film link to the classic fairy tale?
There is a happy ending, the shoe fits Nancy at the end, Robert kisses Gizelle and she then wakes up, the evil old lady makes Gizelle eat a posionous apple, there is an evil dragon that takes Robert away amd finally there is a big ball at the end.

DVD Cover

Plan for my DVD Cover

Codes and Conventions of DVD covers

The Woman in Black
Front; The first thing that catches the audiences eye is the actor at the front. He is looking straight ahead to the audience to make them think why his eyes and face looks in pain. Behind the main actor there is a screen grab of the town with houses in the background. In front of the houses there is a black figure which looks ghostly which suggests they will come and haunt the main actor at the front that looks terrified. At the top of the cover there is only one actors name which is "Daniel Radcliffe." He is known for being in a superstitious film, which are normally fantasy/horror or action. As we know this we are not surprised he is in this film with ghosts and fantasy characters. The tag line  "She'll never let go." which suggests the ghosts and fantasy characters are going to follow the other characters during the whole film and also gives the impression they want to hold onto someone. There is a rating at the bottom of the cover that is from the daily mirror and shows the audience that the film has been reviewed from a professional prospective.The font and the colour for the title is very effective in my opinion, because the font is smudged and rigged which suggests unexpected moments and suspense. The colours overall on the cover are dull colours (reds, dark blues and blacks) which makes the audience immediately think its a horror.


Back; The first thing that catches the audiences eye is a brown old coloured screen grab at the bottom corner. The image is of two children and both of their eyes have been scratched out. At the top of the screen grab it says "what did they say?" this suggests they have seen something horrific and something the audience could see throughout the film. At the top there is two ratings from a website and a newspaper. This shows the film has been reviewed and when the audience see what they think they want to see why they said it. For example "A spine - tingling tale" the audience would want to know why its scary and is a good use of a exaggerated phrase/ metaphor. In the middle there are special features that come with the DVD. This DVD has added special features because they have competition with other companies that let people watch films online for free. By adding special features this gives a reason for the audience to buy the film so they can see extra parts and see what the actors opinions are. The image at the top is a repeat of the black figure. Although it looks the same image the house behind the figure is in front of a different house. This suggests the black figure is on the run again and wont let the victims run or hide.

Evaluation- Dvd poster

Evaluation

This is my DVD poster for my horror trailer. It is advertising my film. It says how the film will be out in cinemas soon. The title is red which represents blood and is associated with danger and power. The main character (in the picture) is powerful and dangerous with her weapon(knife). The rest of the writing is white which represents innocence and purity. The people who the main character is going to get are innocent. In the caption the word 'hide' is red (a different colour) to the rest of the caption, it is also a bit bigger.The picture is a mid shot and is a high angle shot which shows the knife more.She is holding the knife in an awkward, abnormal position to get the audience involved and thinking about it. The picture is zoomed in which emphasizes her scary look and her weapon/knife. There are 5 golden/yellow stars which are the ratings, we have given our trailer. We have a review at the bottom from Total Film magazine, it brings the audience in and lets them know how good or bad the film is, from a professional point of view. In the corner there is a 15 certificate rating.It is a thriller and is too scary and gory to be a 12 rating but is not scary or gory enough to be a 18 rating. This poster will advertise our film until the next poster comes out and shows the exact dates and more information nearer to the release date of the film. 

Horror Trailer

DVD Poster

Institution Research (production companies)

DreamWorks
This production company films animations, whilst they still film 12A (which is the rating of our trailer) they only film animations and our trailer is a horror. Dreamworks has had problems with another comapny, Disney. Dreamworks most successful film is Shrek which classification is a U.

Working Title
This is a UK production company however it is owned by a compny in the USA. This is ideal as we plan to film it in the UK. It also produces 12A and 15 and all ranges of genre.

Walt Disney
This production company in my opinion is the most well known company. They produce
animations and films with the ratings of mainly Us and PGs. In this case I don't think this company would be good for our trailer as they only produce animations and young peoples films with low ratings.

Schedule (plan)

Location- Hannahs house
Actresses- Hannah T, Hannah A, Isabelle and Taylor.


Schedule
Caption; "shes round for a sleepover"
a clip of of them both having a good time.
"But they are are they alone?"
a clip of the character(possesed girl) comes in when they are asleep

Title

"It's coming!"

Actresses        Costumes
Hannah T       normal clothes
Hannah A       normal clothes
Isabelle            black cape


Music
from youtube-

Moodboard for our trailer

This is a visible image of my target audience and it represents what they like and are intrested in. So for example the audience could be a girl or a boy and is intrested in horror movies which is shown by the scary picture on the moodboard. Also they are intrested in social media which is shown by the logos for: facbook, instagram and twitter. This aslo represents how our target audience likes going out to places liketheme parks and shopping centres. All these things show how and why our target audience are into the film, film trailer we are making our target audience is mid teen about the age of 13/16.

Fonts

Story Board

Representation

Representation is how something is put across and presented.
In our trailer we have a group of girls and they are going to be the typical screaming, girly girls. They will wear normal casual clothes. They live right near the park (Poverest) and they wont have any props as they are just going to the park having fun. They are just a group of girls mucking about and screaming. Once the disaster happens they scream and shout louder and run like girly girls. The murderer/ bad character is wearing all black clothes with a black cape and a mask.

Film Trailer Ideas

Some of our ideas for our horror film trailer are:

1.
Title: "Its Coming"

Plot Line:
A group of friends(girls) are living a normal life and are on there way to the park through an allyway.  It then turns dark and the disaster is a man all in black that starts to follow all the girls and all but one turn around and run away. The girl that doesnt run away is just standing there with the man in black starring, facing her and thats the end part of the trailer. But ever since that day the group of girls have had something bad happen to them everyday.

Some Captions Ideas for 1:
" It will get you"
" They are not alone"
" Shes not alone"

2.
Title: "The never ending"

Plot Line:
A family buy a new house and they are all happy and living normal lives, but then they realise the house is haunted. They dont realise this until spooky things start happening to the parents and the children. After this disaster the family move away and live with there nan. The nans house is also haunted and the mysterious disaster is following them everywhere the family goes.

Some Captions Ideas for 2:
" They try to escape"

Genre

What Is Genre?
Genre is the fench word for kind or type.

My three favourite genres are:

• Romantic Comedy
• Horror
• Adventure

Romantic Comedy
It is easy to identify if it is a rom com or not because it has relaxed music, light colours, long and short shots and the trailer has long clips. There is normally reddy pinky colours as they represent love and passion. The story line is about two people who fall in love and eventually get together at the end of the film but the audience watch it beacuse of the journey and the set backs they go on before they get together.

Horror
It is also easy to identify the trailer is for a horror film because it is normally set in the middle of no where, were you cant use a mobile phone.The storyline is normally about a couple of people who are either attacked, stalked or killed. The characters are normally young adults so the audience think it could be them. The objects and gadgets that are normally used are weapons like knives and hammers. Therre is also normally blood and gore. The filming style of a horror is fast pacing and long and short camera shots.

Adventure
It is easy to identify the trailer is adventure because of the fast action and fast and up beat music. Also it has good costumes and uses big props/objects and the storyline is normally when there is a hero that saves everything but goes on a trek/journey to do this. The setting of this is normally where they can have dramatic props such as explosions and transport crashes which would usually be based in big areas so they can use explosions.

Analysing Film Trailers

Frozen
This film is an animation/adventure. The film is about two sisters and one of them (Elsa) has icy powers to change everywhere in the kingdom to ice and snow. They meet a funny snowman on the way to help find their sister Elsa. This film is mainly set in their kingdom but is also filmed on their race to find the character Elsa.Three of the main characters are Kristoof (voiced by Glee Johnathan Groff), Elsa (voiced by Idina Menzel) and the snowman named Olaf (voiced by Josh Gad). The voice over in the trailer is very effective and matches the theme of the film well. The voice is quite deep which also matches the film as they are on a mission to find someone. The pacing of the film trailer goes from medium pace to fast as they live normal lives at the beginning then something happens and they have to leave and go on a mission to save things. The on-screen graphics of this film trailer is very detailed as the trailer explains what the film is about but doesn't reveal too much. There is lots of editing as it is an animation. The music goes really well with the trailer as it is adventurous and works well with what happens in the film, like sudden movement or change of scene.




Paranormal Activity 4
This film is a horror. The film is about two characters from the last film whose whereabouts are still unknown. A mysterious boy and his mum move to the town and the mum ends up in hospital so he goes to live with the family that lives across the road from them. After they move to the town mysterious things start to happen to the family and the town. This film is mainly set in the families home and in their town. Three of the main characters are the little mysterious boy Robbie (Bradley Allen), the girl in the family called Alex (Kathryn Newton) and the women whose whereabouts are unknown shes called Katie (Katie Featherston). There isn't really a voice over in this trailer but there is sentences describing whats happening. The pacing of this trailer is set out nicely as we see how the families are normal until the boy arrives and the pacing gets faster as there are killings and violence. Most of the on-screen graphics were revealed which is good so you understand whats happening before the violence. There are a few special effects and editing, for example the girl cant float by herself. The music is very upbeat which relates with the film.

Intro

My names Ellie and im studying media and this blog will have all my work on it for the next 3 years.