Extra Analysis on Buxton Water

In my analysis of Buxton Water, I feel that I didn't exactly analyse the product in the best way as possible. Therefore, I have decided to re-analyse my points so that I am able to analyse the advert to the best way possible.

My first point was that the water is coming from the rain, claiming that it is 'Pure' and 'British'. This suggests that the water will be clean and healthy. I think that Buxton did this because they are trying to get people to want to buy their water and do this through a group of close up, Medium shots. These are meant to get the audiences attention as the water being 'fresh' and 'clean'.

The advert follows the water travelling through the ground. I think this enables the audience to know where exactly the water is coming from, and they know that it is fresh and is all natural. I want to get this across in my advert, but i don't know how exactly this will happen. I think that this is a good idea and the Mise-En-Scene gets across the advert and how it should all be out in the natural.

The advert is shot from many different angles. At the beginning, it is created as a moving shot and is a medium shot, letting people see all the different places it travels and all the places that it is going to go to. At the end, the close up of the bottle enables the audience to see the product and see if they want to purchase the product. It is an establishing shot which is normally used at the beginning.

Sound effects are used instead of music throughout the advert. You can hear animals at the end explaining wildlife and saying that the water came from somewhere natural. I feel that this should be interesting to come across in my advert, but i think i want to use music.

Extra Analysis on Highland Spring

Mise-En-Scene

The Highland Spring advert is set in a valley which helps emphasize the 'highland'. It is based in spring, and uses lots of wildlife to also help emphasize this. It is based around a mole, which is the first time we see the water being sprayed up from the ground. It makes us happy because the mole is laughing. The water drips to fall onto all the animals which shows the nature and the valley that it is built upon.

Sound

There is slow music, which relies on words over the top to help describe the product at the beginning. After the mole is sprayed up into the air, the music becomes more upbeat and happy helping to make people want to like the water and feel good after drinking it. The slogan is 'Full of joys', which is trying to make you smile when the happy music comes on.

Shot types

 There is a range of medium and long shots used throughout the whole advert. The medium shot follows the water drip through the ground and the long shots are used for this advert. It also uses a close up of the bottle at the end in order to show the establishing shot. I think this is important because I want to be able to use a range of different shots.  

Editing

 This advert is heavily animated with the mole and the water. I think that I would not be able to create an animation and therefore its important to look at how other water adverts have been created so that I can base my advert on something new. I also think that it is based around animation because it isn't possible that they could follow the same drip throughout the ground. This is important to be shown because I want to make sure that my advert is different compared to those that have already been created.

Bottled Water Brands

Abbey Wells:

Country of Origin:	United Kingdom
Region:	Northumbrian Hills
Place Name:	Morpeth
Established:	1910

Abbey Wells has recently sponsored the London 2012 Olympic games. This is how they have tried to get people to recognize the brand, as they would have given it to all the Olympians in order for them to be shown drinking it. It is a brand from Coca-Cola, and is also under the name 'Schweppes Water'. Abbey Wells do not have any TV advertisement.

Buxton:

Country of Origin:	United Kingdom
Region:	Buxton
Place Name:	St Ann's Spring

Analysis:

Gleneagles:

Country of Origin:	United Kingdom
Region:	Perthshire
Place Name:	The Maltings

Gleneagles is owned by the same company as Highland Springs. As of now, I am unable to find adverts advertising this specific water brand, therefore making it difficult to analyse.

Highland Spring:

Country of Origin:	United Kingdom
Region:	Scotland
Place Name:	Ochil Hills in Perthshire
Established:	1979

Analysis:

• Set in a Valley, Uses lots of wildlife
• water drips fall onto animals
• medium and long shots used
• Based around the mole - Spraying up the water from the ground
• 'full of joys' - advert makes you smile
• Slow music, relies on words over top to help describe the product at beginning, after the mole is sprayed up into the air, music becomes more upbeat and happy.

Northumbrian Spring:

Country of Origin:	United Kingdom
Region:	Stockton-on-Tees
Place Name:	Thornaby

Northumbrian spring bottled water is produced by a company called 'Eden Springs'. It does not have any adverts as of yet.

Evian:

Country of Origin:	France
Region:	Haute Savoie (Lake Geniva)
Place Name:	Evian-les-Bains
Established:	1826

Analysis:

• Loud Music, Rock, Not Slow
• Rollerskating babies, to go with the music
• fast paced moving shots
• heavily animated, babies have been swapped with adults who can rollerskate
• Medium and long shots used mostly, with a close up of a dukebox at the beginning
• Words over the advert and in the advert make it seem like water will make you young again
• set outside in a park, and also in a skatepark
• use the water bottles as obsticles

Fiji: 

Country of Origin:	Fiji
Region:	Vitti Levu
Place Name:	Nakauvadra Mountains

Fiji water have many different publicity issues, and do not have any tv adverts as of now.

Dasani:

Country of Origin:	USA
Established:	1999

Analysis

• Advert doesnt just focus on the water, it focuses on the bottle as the unique selling point
• It has upbeat, Happy music - 'do the twist'
• A range of medium and long shots used
• set in a white screened room - not outside - as to focus just on the athletes and the water
• features athletes, dancers, boxers, runners etc
• has words superimposed over the adverts so you can still see whats going on but has the words to accompany it

Aquafina:
Country of Origin: USA
                                 

Analysis:

• Advert longer than normal, is 1.32 whereas other ads are only 30secs
• Indian music (women in the ad is the one singing) - Happy, upbeat, slow paced yet not too slow and not to fast
• follows a story of a boy and a girl who like to drink the water, the girl takes the water off the boy one day at school and they fall in love. He proposes in the rain with a bottle top rim, and then have a child whose first steps are to get the water bottle on the counter top.
• 'purity guaranteed' is the slogan
• Follows long shots throughout, no close ups
• set in a school and a house 
• no animation at all, except for the end when the bottle is coming out of the water. 

Television Commercials: Codes and Conventions

Originally adverts were 60 seconds in length. However, sponsors were using the commercials to tie-in products. This means that they were actually advertising two or more products under the guise of one advert. To eliminate this, ads were shortened. Most modern commercials are 30 seconds in length, but more recently the 15-second ad was developed.  When creating a commercial, the time element has to be exact. The 15 has a format of its own.The approach is minimalist:  uncluttered sets, few people, and a static camera technique. The internal pacing of the 15 is slowed down from the 30.

In order to make the advert successful, you must see the product within the advert. However, the more the product is seen, the more people remember it. Generally speaking the product is identified very early in the ad or at the very end of the ad as a surprise tactic.

In general, camera angles, camera shots, music, audio, visual, voice-over and special effects are mostly used within the adverts. 

So much creative process goes into the making, directing, and shooting of commercials that many people consider commercials as an art form.  Awards have been given to commercials for the following categories:

art direction music acting

story set design animation

costumes technical

choreography special effects

The above categories emphasize the many codes and conventions of advertisements, as well as, the decisions to be made about advertising constructions.
Once upon a time, television viewers zapped through commercials, but now, a whole new brand of television viewer exists.  Many people actually watch commercials for entertainment value. Whether it be the choreography, the special effects, the story line, or the humor, some viewers have become quite enchanted with commercials.    Some commercials have become so popular that certain lines have become a part of everyday vocabulary.  Some examples would include:  Wendy's, "Where's the beef", or Budweiser's "Wazzzup!".   

Making and Segmenting Markets - Summary

'Markets are constructed according to three main criteria,the political boundaries which have rules and legislation, the size and organization of producers, and the availability and access of media. Because of the communications revolution, markets are no longer geographically limited. Marketers need finite markets in order to plan and coordinate campaigns in the most profitable and cost effective way. Finite markets are constructed and classified in terms of the product category and consumer usage. However, though marketers constantly try to fix and manage markets, they are, by their very nature, heterogeneous and unstable. Most marketers perceive markets to be saturated and in decline. To keep the overall market share of the company up, they segment the market into niches, repositioning existing brands and launching new brands against rivals. To gain an advantage, marketers often try to work outside the constructed world of the fixed markets to undermine the competition, bringing consumers in from other markets and moving brands into others.' - The Advertising Handbook, Sean Brierley.

This has taught me that when I advertise my water, I must make sure to put my market in the right section. I believe that I will have to see how to advertise within the sector of the market that I want to get to buy my water. I need to look at my competitors, in order to see how they advertise and then see how I am able to compete with them.

Consumer Market

Although water is quite a typical product, it is important to remember about the 'convenience' products. Water is a product which is rarely advertised, as most people just buy the product straight away. However, Advertising happens because it is trying to remind the consumer that the brand is still available and to encourage the repeat purchase. As most people who go shopping are parents, children do not generally get the choice of what is purchased. This means that I will need to try and influence my market depending on whom does the shopping. Some packaged goods, such as magazines, chocolates, water and many packaged supermarket goods are often the subject of impulse buying, where people decide on the spur of the moment to buy them.

                                         

My Water Product - Its USP

 I chose to do my water product because I feel that its something that hasn't been done before. I feel that I want to take on the prospect of doing something which some people may not accept, and get them to change their mind.
 I researched water, i found that there was lots of plain water brands but none which were coloured but didn't taste like anything. Therefore:
 My Unique Selling Point is that the product is healthy, with no additives which make it coloured. I want to do this because I feel that it has not been done before and can appeal to a wide range of children and teenagers.

The product I want to Advertise

listen to ‘Media Product Choice’ on Audioboo

Market Research Questionnaire

I recently took time to create a questionnaire to help me with my market research. This meant that I was able to find out what the public thought of my idea.

Brainstorming Target Market Questions

I was recently brainstorming the questions I could ask in a questionnaire which would allow me to find out more about the target market which I am aiming to promote my product at.

Evian Water Advert

This Evian water advert is effective because it uses babies - perhaps because they are 'pure' which is much like the water. The advert uses stop motion in order to create an effective advert, that looks like the peoples heads are babies bodies. It doesn't change its shot type, so it is a medium long shot throughout the whole advertisement. I feel this is effective because it makes the advert look almost real. I feel that the advert flows, although its not telling a story.
Critically, I found it difficult to read the writing and so would have been unsure of the product had this been the first time I saw the advert. However, Evian always use babies in their adverts and this therefore helps with brand recognition.

This advert is another Evian advert. Again, it features babies which is the 'brand recognition'. This suggests that they find that these adverts work the best because they are getting the audience to tune in. The advert uses a range of fast pace shots and features long shots, close ups and medium shots. I think this is effective because I need to remember to use something catchy which would stay in peoples minds, wanting them to buy my product.

Vitamin Water Adverts

This advert is one which many people hated and at the same time, many people liked. I know this because of Youtube, in which it claimed 3,408 likes and 2,576 dislike. There is a range of different comments, such as:

 'I love this commercial so much that I have to search for it.' - pmalveda02 

'Why does this have so many dislikes? its the best Youtube ad I've ever seen by a long shot.' cacophony2994  

'So........this is what people have been talking about? I regret looking this up' - Wesley Hammersley
 
'we hate it because it is completely and utterly devoid of any imagination, they literally took the blandest idea for a commercial, (someone going and buying the product) and just carelessly tossed random memes in there, that's it, that is the full creativity of this commercial, and people love it. It's not creative, it's lazy, and it panders to sensationalism rather than sense, or even creativity. another thing is it is theft, do you think that the guy who originally made the nyan cat gif made a cent off of this commercial, NO, neither did anyone who originally made any other meme mentioned in the video.' - insaninater

This shows  range of different opinions on the advert. However, the third quote indicates that vitamin water has achieved exactly what they needed, in the fact that people are talking about their advert and spreading the word, therefore gaining the attention that they needed for the brand.

It uses a range of different internet memes, so people would recognize different parts. It is also fairly random, in which people couldn't understand. The company has used stuntmen to help them with the bike stunts, as well as a saxophone player to 'follow the buyer' along the street. It has then used animation, in order to grab something buy the horns.

The advert uses a range of different shot types, which is important to keep the audience amused and wanting to watch more. It uses music throughout, which is interesting and lively,  making people happy. Straight away it catches peoples attention, due to the loud music which is different. It is important to make sure that you have the audience attention from the beginning.

From this advert, I understand that you need to catch the audience attention from the beginning. I will look into music that catches peoples attention in order to carry on with the task in hand.

Categories of TV Commercials

The basic categories of TV commercials are:

1. Mini-dramas:  In TV, this kind of commercial is a full-range 30-60 second drama that presents characters, conflict, and resolution at breakneck speed.  When done for national agencies, these commercials are at the very top of production lavishness and can be incredibly expensive.  The "ring around the collar" commercial is a good example of the compression of all the elements of drama into a short space.  The wife's peace is shattered by the embarrassment of being discovered with a husband suffering from "those dirty rings".  This develops characterization and conflict.  The wife is undecided.  She needs to find the right detergent.   At this point, the proper detergent is introduced.  The rings disappear in the resolution, and the husband and wife continue their trouble-free life.
2. Spokesperson Presentation:  This type of commercial often involves a celebrity using his or her actual identity, or it can be an implied identity, using someone who is recognizable as a character, but not necessarily himself.  The spokesperson needs to have an authoritative presence, and an honest, convincing delivery.
3. Pitch Presentation:  This type of commercial resembles the old days of television when the "pitchman" would deliver a message about a product.  The difference between a pitchman and a spokesperson is that the former is neither a celebrity or a known character.  The product is of prime importance and the pitchman simply supplies the information.
4. Voice-Over:  Many commercials use a voice-over.  The performer who reads the copy is not seen in a voice-over commercial.  Rather, the performer's voice is heard as a major component of the sound track.

Water Adverts

Animation:

This is an animated 'Earth Water' advertisement from 2010. It is about a water bottle who gets lost from its batch when being created, and therefore it travels around the world - earth - in order to get back to where it belongs. They use different shot types, such as close up and long shot. This enables the audience to stay more interested in the advert. The advert follows a story, which keeps the audience wanting to see what happens to the water bottle. I think this advert is effective because the audience wants to follow it along and see what happens throughout the storyline.

ABOUT EARTH WATER:
Earth Water is a social responsibility project and 100% of net income from the sale of water reverts to the largest humanitarian organization in the world, the World Food Programme (UN WFP).
And it is the only product in the world that has the logo of a United Nations organization in the package.
Our goal is to help save lives and those most in need and to alert the developed countries to the problem that exists in the world with lack of clean water and eradicating extreme poverty and hunger as the millennium goals of the United Nations.

More Chewing Gum Adverts!

After more exploring, I found a Chewing Gum video that wasn't exactly promoting the chewing gum, but more a video that you could join in which is sponsored by the chewing gum.

'The 5 Gum Micro Pack Music Video -- Teaser'

This is very catchy with the music track which is 'Draft Plunk by Members Only'. Although this isn't an advert, it promotes the Chewing Gum as something which is always around and is a necessity. I think this is more effective than their previous adverts.

'Wrigley's Extra Advert'

This is another advert which includes music. The song here is called 'Stop Following Me' and is by Damien De Boos-Smith. It is animated with the 'foods' that the boy has eaten today. It is a fun advert with good music, which then makes you realize how strong the chewing gum is. I think this advert is effective as the music stays in your head and makes you want to watch the advert again.

Trying out my coloured water product

After brainstorming, I wanted to see if i would be able to create coloured water cheaply and decided to experiment, by putting different coloured food colouring into tap water. I found that it worked quite well, and this would be quite an easy product to create an advert on.

Heres how it turned out!

Brainstorm!

I took all the products that I had recently thought of, and decided how I could promote them, whether i would use music, What they could sponsor and put it all together to keep my ideas on paper.
Here they are:

Chewing Gum Adverts

As I researched some products, I decided to first look at Chewing Gum. I found it fairly difficult to find an advert for such an every day product in which many people buy. Although it is used around the world, I found that it is not really advertised for.

Firstly, I found this Advert for Mentos Gum from a Asia.

This advert relies heavily on animation, as it is clear that nothing like this would actually be made out of chewing gum. There is no accompanying music, however there is sounds of the two males 'chewing'. I think that this chewing gum advert is effective, but not as effective as it could have been.

The second advert I came across was one for 'Wrigley 5 Gum: Cobalt' from the USA.

This advert goes through the sense that you get as your chewing the gum, and explains the feeling that you get. Its quite mysterious, using dark colours and mysterious sounds. It shows a roller coaster like machine accelerating the character through a tunnel. It does not include music, much like the other asian chewing gum advert. This advert is more effective than the previous.

This is the new '5 Gum - Cobalt' advert from 2011.

This advert relies heavily on animation, much like the first. Some of the comments upon this advert show that it is not effective, however I believe that its good at getting across the message. On the other hand, you never see the chewing gum, which means that the advert doesn't show what it is if you hadn't heard the beginning of the advert. I believe that this advert is quite effective, and again doesnt include music but more sound effects.