STAGE 2 - RESEARCH - COMPLETE BY MONDAY MAY 25

DESK RESEARCH:



This video uses the slogan “Get out of your armchair” to encourage people of the EU to exercise and move. The use of second person language creates a more personal meaning and gives a feeling that the slogan speaking right to the audience.
The people in armchairs trying to play football adds a sense of humor as it is not very common for normal people to be on a pitch. This humor encourages people to pay attention to the video and to interest the audience. The humor also makes a typically boring subject more appealing to the target audience.
The video moves at a really fast pace and has fast cuts. A fast pace makes the video more energizing and fits in with the theme of exercising. The reason why fast cuts are used instead of slower cuts is because slow cuts tend to give a more serious image, but this is not intended to give a serious atmosphere, therefore this kind of editing would not be suitable.
The music used is a very Disney style tune. The tune is not only catchy, but also very energetic and lively, which suits the whole theme of the video. The instruments used are all orchestral instruments, and although these kind of instruments are usually used to make classical music, the music here are more kid-like, therefore adding an element of surprise and interest in the sound aspect of this video.




This video’s narration in the beginning “Personal foul. Inactivity on a glorious day, let’s get out there and PLAY!” is a slogan which hints at football and sports. “Personal foul” is a phrase usually used in football and generally ball games, and this phrase is included into the slogan to give the audience a picture of what this ad is going to be about. The rhyme in this (day and play) makes the slogan more catchy and grabs the attention of the audience, who are kids that sit in front of the TV and don’t move.
The use of a big, strong black guy connotes that if you play and move around, you’ll become just like him; a tough and muscular guy. This rugby player image uses personal identity to encourage male audiences to exercise and become the stereotypical image of a “cool” person. The make chose a black guy instead of a white guy because the media often represents black people as more tough and less serious than white skinned people.
The video also has animation graphics in it. These animation cartoons gives a “fun” element to the video, something that is essential in order for the target audience to be interested and pay some attention to the video. The use of animation and reality mixed together creates a more suitable atmosphere for kids and their imaginations, therefore appealing to the audience.


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.

Are you a student at South Island School?

• Yes

• No


Do you exercise regularly?

• Yes

• No


What kind of exercises, if any, do you do?

• Ball Games

• Track Sports

• Field Sports

• Fitness Training

• Other

• None


What motivates you to exercise?

• Fat Burn

• Muscle Gain

• Good for health

• Fun

• Get to hang around with your peers

• Other

• None


What puts you off exercising?

• It's tiring

• It's boring

• It's not fun

• It's not useful

• Other

• None


Are you aware of the benefits of exercising?

• Yes

• No


• Where do you think you'll notice videos in school?

• Foyer

• School website

• School email

• None

• Other (please specify)


Where do you think you'll notice posters around school?

• G/F refectory

• 5/F refectory

• Main doors

• Classroom doors

• above octopus sign in machines

• On the walls of staircases

• None

• Other (please specify)


Would you go watch a promotional video intentionally?

• Yes

• No

Analysis
From my online survey, I can tell that:
• All South Island school students that I surveyed knows of the benefits that doing exercise brings

• About a quarter of students don't exercise regularly
• The most popular exercise is playing ball games (over half of students)
• The top 3 motivations for doing exercise is fat burn, fun, and generally good for health
• The main reason students don't do exercise is because it's tiring
• The 2 places where students will notice posters in school the most are staircase walls and above octopus sign-in machines
• The main place where students will watch videos is to send them by email
• Most students agree that they do not watch promotional videos intentionally

Therefore, i can safely say that by:
• promoting a fun, healthy image of exercising

• including popular sports like ball games

• using smiling, thin, happy people
• excluding facts about how exercise is good for health (because students already know it)
• placing posters around staircases and octopus machinese
• sending out embed videos

• not making my promo video sound like a typical promo video (boring and not interesting)
I can make my health promotion campaign in school a success.

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.