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Joshua Lee
Start here if you are not sure what a pre-production project is!
Note - you do NOT have to wait for one stage to be complete before starting the next. You can start working on audience and desk research while waiting for your client to respond, for example.
STAGE 1 - THE IDEA - COMPLETE BY MONDAY MAY 18
BRIEF:
What are you planning to do? Who is your client? Who is your target audience? What is the purpose of your piece? In this section, you can include any ideas, notes, sketches of initial planning and ideas. You should have received feedback on thesisfilm threadand you can see who else is working in the same area on theSISTV page; this advice can count as part of your research and may well be mentioned in your final project.
Basically, here you should have a short, focused description (100 - 200 words) of what you are doing, who it is for, and what its purpose is.
The advert itself will have to be attractive with brighter and “happier” colours which will then appeal to the selected audiences. The advert will be presented in english. To get inspiration, I will look at previous adverts and see how I could improve and make this advert much more successful.
First email:Dear dwayne,
I am doing a coursework for media studies and was wondering if our ice hockey club "Hong Kong Typhoons" needs more kids/teenagers to join. For example, does our midget team need more players? Or does the "club" need more players to join?
To do this I will be making a promotional video for "Hong Kong Typhoons".
Right now, my target audience would be teenagers for our "midget" team, and I may film some practices or games for the video. (I need permission from you to do this...)
Will it be useful if this video was created and put on the Typhoons website? Will this video "work"?
Can I keep emailing you with my progress and ideas I can share with you?
Thank You
Joshua Lee
First reply:Sounds great Joshua. I think that it may be more helpful if you were to focus on gettting people involved in hockey in general. The midget team basically has no need for recruitment as only experienced players can play there, and there isn't a demand for any new players.
Would you be interested in doing an introduction to hockey? You can use footage from the Midgets, but focus on why it is a great sport to join.You certainly have permission to do this, and let me know if you need any help or guidance. We'd be happy to upload it to our website as well.
FYI - it would be nice if you could take the final product and copy it and dub over the English with Cantonese. That's where the largest interest lies in development of the game.
Feel free to email me anytime.
Second email:Dear dwayne,
I am not sure of how long it will take you to finish this. We can put it on our website any time after you are done. What is your school's deadline for the project?
If you were to finish it before the 6th of June, we could possibly show it at the awards night.
I was thinking about getting smaller kids aged around 6 to 9 to join the "Hong Kong Typhoons" club... This is because getting people involved in hockey in general is too vague and I need to break it down into a more specific type of advertising.
Second reply: That's great. I am running a program at Elements on Sunday mornings for kids that age. If you want, you can come by and film and talk with parents etc.I am trying to grow that segment. It would be informative for parents to know about equipment issues (purchasing, storage, cost, types) as well as how the game is played. That may be more beneficial and targeted.
Third email:Dear dwayne,
Does our club have any previous adverts or other promotional materials (adverts, leaflets, posters) I can have a look at and maybe get some inspiration from those?
Questions:
Would you prefer advertising this advert to boys or girls?
Aiming for western or chinese people? (I'm predicting chinese as it's in hong kong...)
Aiming at beginners or people who played before?
What makes the club "special"? (bilingual? successful in winning competitions? coaches are ex-professionals? excellent facilities? strong youth team?
Third reply: We don't have much beyond our yearbook. We have copies of that at our office in Sheung Wan.
As for advertising, I don't think it has to be directed at either boys or girls. We have both playing and we encourage both sexes to play.
Aim = likely Chinese people, but as of right now, we do most everything in English, so it's hard for people without English language skills. Hopefully one day we can be bilingual.
I think it should be aimed at beginners. People who have played before already know about us.
What makes the club special is that we are the largest club, we have a proper league, we have proper organization, we are subsidized so we are the cheapest, we have experienced and talented coaches, we use all available rinks in HK, and we put together HK's top youth teams that participate in tournaments. We are predominantly a league of local players as we have around a 65/35% split of Chinese/Foreign players. We run programs to fund underprivileged children, and most of all, we are non-profit.
Hope that helps.
Third email:Dear dwayne,
Does our club have any previous adverts or other promotional materials (adverts, leaflets, posters) I can have a look at and maybe get some inspiration from those?
Questions:
Would you prefer advertising this advert to boys or girls?
Aiming for western or chinese people? (I'm predicting chinese as it's in hong kong...)
Aiming at beginners or people who played before?
What makes the club "special"? (bilingual? successful in winning competitions? coaches are ex-professionals? excellent facilities? strong youth team?
Third reply: We don't have much beyond our yearbook. We have copies of that at our office in Sheung Wan.
As for advertising, I don't think it has to be directed at either boys or girls. We have both playing and we encourage both sexes to play.
Aim = likely Chinese people, but as of right now, we do most everything in English, so it's hard for people without English language skills. Hopefully one day we can be bilingual.
I think it should be aimed at beginners. People who have played before already know about us.
What makes the club special is that we are the largest club, we have a proper league, we have proper organization, we are subsidized so we are the cheapest, we have experienced and talented coaches, we use all available rinks in HK, and we put together HK's top youth teams that participate in tournaments. We are predominantly a league of local players as we have around a 65/35% split of Chinese/Foreign players. We run programs to fund underprivileged children, and most of all, we are non-profit.
Hope that helps.
Fourth email: Dear dwayne,
What is your targeted time for this advert? (Includes interviews... clips of hockey videos of little kids...)
Could you give me some previous adverts sometime this week? (maybe tomorrow? after/before our midget game?)
Fourth reply:We don't have any previous adverts Joshua. What you are planning to do hasn't been done before.
Fourth reply:We don't have any previous adverts Joshua. What you are planning to do hasn't been done before.
I am not sure of how long it will take you to finish this. We can put it on our website any time after you are done. What is your school's deadline for the project?
If you were to finish it before the 6th of June, we could possibly show it at the awards night.
Fifth email: I don't necessarily mean video adverts... like leaflets, flyers and of those will do...
This is just a pre-production (plan)... However if this works out well I will do this. And the pre-production plan deadline is on the 12th of June... Even if I finished the pre-production I wouldn't have made the video yet in time for the awards. Sorry... But I could do a separate video for the awards (if you would like that) and we could show it on the awards night... (nothing to do with my school coursework...)
Josh
Fifth reply: No worries Josh. All we have is old yearbooks, and they are at the office in Sheung Wan. I am working on this year's yearbook right now for printing next week, so maybe I can forward that to you when I get it done.
If you are really interested in this sort of thing, I can introduce you to a professional producer at the awards night. He is a parent of one of the kids in SQA. He used to be a news anchor and then he worked for TVB before he got into producing.
Sixth email: It would be great if you can forward this years yearbook to me!
It would a enormous help if you could introduce me to him and hopefully give me some ideas and ways on how I can improve my production when I come to do my actual production. Note - I'm only doing a "plan" right now until June 12th... If I actually do the making of the advert - then the "Professional Producer" will be a great help.
Sixth reply:
Seventh email: Hi dwayne,
STAGE 2 - RESEARCH - COMPLETE BY MONDAY MAY 25
DESK RESEARCH:
You need to find and analyse at least TWO existing examples of the text type you are planning to make. So, for example, if you are planning to make a promotional video, you need to track down existing examples, embed the videos here, and write a brief (300 - 500 words) analysis of each of them.
This advert was made to advertise a hockey game. What makes this video effective and successful is the knowledge of who their target audience is - older men aged 30 to 40. This is because, the main character shown in each clip is a man, but also the pallet is not bright and "exciting" which would rather appeal to a much younger audience. The typography used helps support the targeted audience, because it looks "strict" and is not the kind of fonts you would see when looking at adverts aimed at younger audiences.
AUDIENCE RESEARCH:
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.
Could i hand you survey sheets some time this week and would you please hand them out to kids (the beginners), or you could maybe tell me when/where they play so I can give them out myself...
Thanks Josh
Seventh reply: we have pond hockey at 7am til 9am on Sundays. Other than that, the awards banquet would be the only time. It's on the 6th.
Seventh reply: we have pond hockey at 7am til 9am on Sundays. Other than that, the awards banquet would be the only time. It's on the 6th.
STAGE 2 - RESEARCH - COMPLETE BY MONDAY MAY 25
DESK RESEARCH:
You need to find and analyse at least TWO existing examples of the text type you are planning to make. So, for example, if you are planning to make a promotional video, you need to track down existing examples, embed the videos here, and write a brief (300 - 500 words) analysis of each of them.
This advert was made to advertise a hockey game. What makes this video effective and successful is the knowledge of who their target audience is - older men aged 30 to 40. This is because, the main character shown in each clip is a man, but also the pallet is not bright and "exciting" which would rather appeal to a much younger audience. The typography used helps support the targeted audience, because it looks "strict" and is not the kind of fonts you would see when looking at adverts aimed at younger audiences.
From the first few seconds of the advert, we experience non-synchronous sound (sound with no image) when the background of an ice hockey competition is playing. This tells us mainly what this advertisement is about, but also what clips may be shown afterwards. The denotations of the first part of the advert is a black background with white words saying "Game 1". However, the black and white may connote that this advert is not for children and that this is a serious advert. Leading on to the actual clip, we see a mid-angle shot of a man cooking lobster with a female (possibly his wife) watching him. This is very ironic, as women usually cook, but in this case the man takes over the woman's job (attracts men to please women). The main point was that the lobster clipped the man's forearm and yet he did not flinch or move... Using Barthes' Enigma Code makes the audience solve problems and the advert promotes safety saying "Watch hockey. It's the only way." This leads to the Uses and gratification as the advert uses diversion and personal identity to appeal to their targeted audience.
As you see the ending clip, the words "the more hockey you watch the tougher you get" appear, and this is when you realize why the man had no nerves - because of hockey! This quote "the tougher you get"helps compliment the consumer which makes them feel satisfied as men stereotypically are suppose to be the "strong" and "muscular" guy. The quote helps make hockey seem independent, which connotes speciality in hockey and may lead men into watching more hockey. Moreover, this quote is used in a direct way to show how simple and easy you can get "tough". This may also influence women to ask their husband or boyfriend to watch hockey as they want them to be as "tough" as the man shown in the advert.
This advert is clearly aimed at children ages eight to eleven. The first scene is an establishing shot of the classroom to show where it is set or the location. This scene is also edited so you are able to hear the teacher's voice even if she is far away from the camera. Synchronous sound (sound with image) is used effectively to show that the teacher is teaching the children and leads on to the next scene. Then the camera zooms in, and focuses on the little boy. This is a good shot for the audience, as it shows what is being focused on. The pallet is very dull - almost grey which connotes how boring school is and this would get children's attention as stereotypically all children think school is boring. However, this can influence children in a bad way as they use the media to create their personal identity (uses and gratifications). The next shot is very skilled as the camera looks as if it is the boy looking at the girl. This creates invisible editing and helps grab the audiences attention. There is a build up of arhythmicsound, this connotes that something the boy will do is cheeky and inappropriate to do in class. The shot I think is effective is the zoom in with the ripping of paper. While he rips the paper, foley sounds are made to make the ripping loud and helps the audience connect with the advert. Another shot which is heavily edited is when the paper flies from the straw to the girl. The flying paper is edited to slow down and it shows the view of the paper going to the girl. The view of the paper is mainly focused on the girl and blurs out the other people surrounding her. This would appeal to a lot of children, as it creates an intense feeling and a feeling that they like.
The ending clip is the main focus of the advert. It shows a clip of the children playing ice hockey and this is when they use different advert techniques such as complimenting the consumer and giving a scientific/statistical claim. "Hockey gives a kid CONFIDENCE, SELF-ESTEEM and LIGHT GOOD REFLEXES too". Using loud upbeat sounds, they create a mood which creates a diversion for children.
Camera angles used to shoot hockey uses quick cuts and this would help make the advert very active. Low angle shot, shots from the goal, shots horizontally and zoomed in camera shots are all used to help make this advert very successful. The pallet uses is bright colours which connotes fun and attracts children.
AUDIENCE RESEARCH:
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.
This is the link to my questionnaire: http://www.surveymonkey.com/s.aspx?sm=XgzGLG2x1CFgTHYv2XbeqQ_3d_3d
or<a href="http://www.surveymonkey.com/s.aspx?sm=XgzGLG2x1CFgTHYv2XbeqQ_3d_3d">Click Here to take survey</a>
This is my interview:
This is my hard copy for my questionnaire I did for my target audience:
This is my results for questionnaires and interviews (and analysis of them):
This is my filter question, which basically filter's who would want to see my advert and who does not. Then I can compare the results shown, to see whether this advert will work or won't work. However just by looking at the results shown, this advert will work as people are interested in hockey and it out weighs the amount of people who don't want/are not interested in watching this advert. Using this question is extremely useful as if you did not ask this question, you would not know if people even want to see this advert!
These questions are known as quantitative questions, which gathers up information of the public to see who and what is your audience, but also to see whether you are targeting the correct audience. If you are not, then there would not be much point making this advert.The aim (from client) is to target both male and female and my results show more males than females which is reasonable but females are not far off! My targeted audience (from client) is beginners from 6 to 9 years old and referring back to my results, most are year 4's which fits in perfectly who my targeted audience is. Overall my targeted audience for this film will be for males, aged 6 to 12.
Moving on to qualitative information. These questions ask people about their opinions on a specific advert and these are my results. As we see in the first diagram, "how interesting hockey is" is most popular as predicted, as my target audiences are kids. However this also tells me that the advert has to include lots of cuts and bright colours in order to make this advert successful and interesting.This connects with my next question which is "what makes the game of hockey interesting?", this illustrates that shooting will have to be in my advert as the majority of the public picked shooting. If you read my results carefully skating is also not far off from shooting. Therefore, my advert will also include skating...
This is another qualitative question asking the public, how long the advert should be - until they get bored or distracted. Many of them said 30 seconds which could be predicted, as kids are easily distracted when something "cool" or "attractive" meets their eyes. This shows that I will definitely have to catch their attention and keep them watching until 20 or 30 seconds.
This is my filter question, which basically filter's who would want to see my advert and who does not. Then I can compare the results shown, to see whether this advert will work or won't work. However just by looking at the results shown, this advert will work as people are interested in hockey and it out weighs the amount of people who don't want/are not interested in watching this advert. Using this question is extremely useful as if you did not ask this question, you would not know if people even want to see this advert!
These questions are known as quantitative questions, which gathers up information of the public to see who and what is your audience, but also to see whether you are targeting the correct audience. If you are not, then there would not be much point making this advert.The aim (from client) is to target both male and female and my results show more males than females which is reasonable but females are not far off! My targeted audience (from client) is beginners from 6 to 9 years old and referring back to my results, most are year 4's which fits in perfectly who my targeted audience is. Overall my targeted audience for this film will be for males, aged 6 to 12.
Moving on to qualitative information. These questions ask people about their opinions on a specific advert and these are my results. As we see in the first diagram, "how interesting hockey is" is most popular as predicted, as my target audiences are kids. However this also tells me that the advert has to include lots of cuts and bright colours in order to make this advert successful and interesting.This connects with my next question which is "what makes the game of hockey interesting?", this illustrates that shooting will have to be in my advert as the majority of the public picked shooting. If you read my results carefully skating is also not far off from shooting. Therefore, my advert will also include skating...
This is another qualitative question asking the public, how long the advert should be - until they get bored or distracted. Many of them said 30 seconds which could be predicted, as kids are easily distracted when something "cool" or "attractive" meets their eyes. This shows that I will definitely have to catch their attention and keep them watching until 20 or 30 seconds.
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.
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