2A Research Actual Idea

The Product

Originally we were going to advertise jelly beans and create the advert for a 'Nickelodeon' target audience of 2-11 year olds of equal gender. However with this idea of jelly beans the product may be difficult to change its position and might move before we can finish filming, this would make our animation less appealing to our target audience and would defeat the object of our group making an advertisement.




The product we have decided to advertise is our own brand of chocolate coloured sweets. The brand we have created is called 'Lockems' and features the chocolate being unlocked form its colourful coating. This product would have a slightly older target audience of 16-34 year olds of equal gender and would need to be advertised on a different channel. After much research we decided to produce this advert for 'E4' as it had a similar target audience to ours and has over 8.9 million people each month. With this channel being a British channel this will be the opportunity to make our home country better. Also studies show that British people prefer traditional chocolate to sweets with high additional flavours and preservatives.

External Research

results taken from: http://uk.answers.yahoo.com/question/index?qid=20120610095046AAXGJOp

Advertising Definition from Wikipedia.

From this I've learnt what the exact definition of Advertising is and how I need to apply it to my project. Therefore my advert will need to "encourage or persuade" the consumer to buy this product and the product needs to be shown in the advert accordingly.

Susannah Shaw's 'Stop motion - craft skills for model animation'

Many people have a different definition of Stop-motion animation. Some believe that it's just adjusting characters and photographing them to create the illusion of movement. I think that the best definition I found came from Susannah Shaw's 'Stop motion - craft skills for model animation'.

From this I learnt that to truly master stop-motion animation you need to make a character come to life and capture the audiences heart, not just create the illusion of movement.

This is a quote from Guionne Leroy, who was an animator in many esteemed feature films.

Looking further into what animators do to better their animations and their directing skills, I found what some do to add finess and to perfect their films.

From this quote I have discovered that you really need to put yourself into your work and not quite or have a 'that will do' attitude to your project.

Quote from Claude Hopkins in the book '10 Ways to Write More Effective Ads' by Fred Jenkins.

From this I learnt that the advert must reflect the product and the salesman behind that product. Also that with the success of this advert comes the success of our product.

Taken from 'Cable TV Advertising: In Search of the Right Formula' by Rajeev Batra and Rashi Glazer.

From this I learnt how to break down how we are going to show our advert, who is going to benefit from it and to know who is selling the same thing. This strategic overview is important to the overall sell and advertising of the product.


Looking further into the adverts designed for our chosen channel I found types of adverts stereotypically found on 'E4'. That the majority of them feature a range from home-owning to holidays to student discounts. Adverts connected with 'E4' almost always contain the colour purple which connotes the embodiment and balance of red simulation and blue calm, has a sense of mystic qualities and is a colour often well liked by very creative or eccentric types of people. This also highlights the ideal audience that 'E4' are trying to attract. Furthermore these 'E4' themed adverts are usually strange and surreal and Neil Gorringe, the creative director of E4 said "We wanted something that reflected E4's personality - beautifully random, joyously daft and generally not taking things too seriously".

I would like to make our product something that can be shared by both males and females and of the 16-34 age range we have decided on. Creating an advert for a food product, i.e. choclate, will be better to create as it will be something that all ages can have and will give people of different ages some common ground to speak about.



A stop-motion advert for 'E4'
Featuring the colour purple and wacky sequences. An envelope crawling out of a newly purple letter box.

An advert for 'Swiftcover.com'
Featuring the colour purple and a weird and entertaining pair of friends. Iggy pop and little Iggy go on a road trip and little Iggy needs to get new boots because he can't reach the pedals.

Sweets and chocolate adverts are generally a mixture of both genders if not slightly angled towards males. They include a very heavy product placement of their chosen sweet and are very colourful, exciting, eye-catching and stimulating. I plan to make my advert as interesting and as good as some of these adverts. Here are some sweet advertisements for our target audience that I have found; both old and new.

Focus Group

Our target audience is made up of 16-34 year old of equal gender. We thought it would be good idea to know what our target thought about sweet adverts and stop-motion animation. We asked them these questions and these were our findings.

Questions-
1. What sweet adverts do you remember?
2. Why do you remember this specific advert?
3. What keeps you engaged watching adverts?
4. Have you seen any stop-motion advertisement?
5. If so, what did you like about it?
6. If you were directing an advert for children/young adults what would be your idea?