STAGE 2 - RESEARCH - COMPLETE BY MONDAY MAY 25

DESK RESEARCH:


This video is a promotional video for a hotel. I decided to annotate this video because I like the images, and how the photos are shown to the audience.
This video starts off with an establishing picture of a bell and key, which shows the audience that the advert is about a hotel. The palette is very bright which tells the audience that the hotel is new and up beat. The soundtrack to the video is very new and the pace is very fast, the movie in general is very fast paced by that which connotes a exciting atmosphere. With the pace being fast and the music lively it shows that the hotel is not a boring place to be. The images are quite sophisticated but the way they are presented shows the audience that the hotel is both sophisticated and cool. I believe that the target audience of this video are young adults because the video is fast paced and the palette is bright, whereas the images are elegant and luxurious, but it could also be targeted at business men because it has an image of a man holding a brief case in his hand and also another image which has a conference room to hold meetings in. To show the audience that the hotel has high standard levels, the advertisers have decided to place three images of butlers in the video.


This video is actually advertising a travel agency but it shows a very good way to advertise hotels and make them seem very relaxing and sophisticated. This video is very different from the one above and that exactly one of the reasons why I decided to annotate this video.
This promotional video for the Mandarin Oriental is very informative and has relaxing and sophisticated background music, which connotes to the audience that the hotel is very relaxing and smart. The pace of the video is quite slow which makes it seem more elegant and stylish. The narrator uses words such as “magnificent, superb, vibrant, beautifully, refine…” to make the audience see the hotel as these things. The ad does not only promote the Mandarin Oriental hotel but it is also saying good things about the country it is placed in which makes people in Singapore happy with the hotel. The camera shots used, make the audience see the whole setting and also experience the view as if they were there, the video also has mid shots and low angle shots to make the facilities look big and luxurious, it also has close up shots on the meals served there to make the audience more tantalized. With scenes of doormen opening double doors show the audience that the hotel is very welcoming and that guests don’t have to do much at the hotel, they can just relax. The narration is very directed to the audience because it tells them to book a deluxe room or a clubroom, it also asks the audience the let the Mandarin Oriental serve you because that’s “where comfort await”.


AUDIENCE RESEARCH:
I made a survey and went round to the members of the Repulse Bay Club to have them fill them out.
Repulse Bay Club Membership Questionnaire

How often do you go to the club? (choose only one alternative)
Daily
Three times a week
Once a week
Once a month
Why do you go to the club? (Choose as many of the alternatives as you like)
To relax
To exercise
To see friends
To conduct Business
Other: (if other please specify) _____________________________________________

What facilities do you use? (Choose as many of the alternatives as you like)
Gym
Pool
Waves restaurant
Tennis Courts
Squash
Classes
Others: (if others please specify) ____________________________________________

Who do you go with to the club? (Choose as many of the alternatives as you like)
Family
Friends
Neighbors
Business contacts
Others: (if others please specify) _____________________________________________

What do you like about the club? (Choose as many of the alternatives as you like)
The location
The opening hours
The facilities offered
The activities offered
The staff
The design

When do you go to the club? (Choose as many of the alternatives as you like)
Weekdays
Weekends
Mornings
Daytime
Evening

What is your favorite activity at the club? (choose only one alternative)
Tennis
Squash
Swimming
Exercising in the Gym
Exercising in a class
Eating
Socializing
Other: (if other please specify) _____________________________________________

Thank you for your time.
Emma Gibson
Media student
South Island School

The reason I asked the first question was to see how many people actually go to the club and how often they do, because this will show me how big my audience is.I found out that most people go to the club once a week, which tells me that I my promotional video should make them want to go to the club more than once a week. I also know that, because people go to the club quite often, showing facilities in the video would be quite pointless because they have probably already seen the facilities and know about them. I need to have information about the classes they provide and the events... the things that the audience don't know but might be of interest to them.

The reason I asked the second question was to see how I was going to present the club i.e why the audience should go there. With the results I got, stating that most people go to the club to exercise or relax, I now know that I can tell the audience, in the promotional video,"go to the club to relax/exercise".

The information I gained from my third question was, the facilities that most people use. Which means that if I choose to show facilities in my promotional video I know that I can either show the most used facility or the facility that not many people use or know about. If I choose to use the facility that most people use, then it will lure people into to going to the club and if I choose to use the facility that not a lot of people know about, tell them about it and show it to them, then people might feel interested in the facility and it would make them want to go to the club and try it out.

The reason I asked the fourth question, was to find out who to put in my promotional video. From the questionnaire, I know that most members like to go to the club with their family, so I am going to have a lot of families walking around in the club when I film the promotional video.

The fifth question






I have now learnt, most of the things that I shall put in my promotional video.I believe that my questionnaire was quite useful to me because it supplied me with useful information.

Having looked here, you should have decided the best way to gather information about what your audience will like and respond to. On this page, you need to include an example of your research methods (eg a link to the online questionnaire you used, a copy of the paper questionnaire or a link to the recording of the interviews you conducted) AND the analysis of the results. The results need to be presented well (Excel or Numbers, please) AND you should be able to show what you have learned about your audience's likes and dislikes and which approaches are likely to work.

STAGE 3 - THE PRE-PRODUCTION - COMPLETE BY MONDAY JUNE 8

The storyboard / mock up / whatever planning method is appropriate to your task. It should be digitised and embedded on this page. You should be able to show what influence the results of your market research have had on your final ideas and approach.

STAGE 4 - THE EVALUATION - COMPLETE BY FRIDAY JUNE 12

Look here for instructions.

STAGE 5 - THE BONUS!

You should have designed a logo for SIS TV. Include your design (and a brief paragraph explaining what you were trying to achieve) here.