Evaluate the adverts
(M3) Codes & Conventions and research:
M3: Explain how the created media components comply with the codes and conventions of the media sectors
We met the codes an conventions in our planning stages and to realise these ideas we made sure that all of the advertisements met these codes and conventions. An example of this is the use of colour such as the red colour throughout our advertising campaign. This meets the codes and conventions because the advertising campaigns that I researched used a strong, bold colour throughout, such as Coke and Fanta.
Also the colour red emphasises that the product is a strawberry flavoured drink, to help further convey this idea we also used strawberry laces in the background of the billboard advert. To make sure the audience knows the flavour of the drink was a requirement of the brief. The planning stage helped us to make sure that all the adverts in our advertising campaign were all intertwined and followed the same red, strawberry theme through our moodboard and visualisation diagrams. 
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We developed this strong, brand identity because it is a convention of marketing campaigns. Another theme we developed was magic, fantasy and wizards. This imagery can be seen throughout all of the adverts and also meets the requirements set by the brief because it allowed us to also target the secondary audience of 13-18 year olds.
This is visible at first glance in all of the adverts this meets the codes and conventions of adverts as it catches their eyes and has a strong theme and personality making it distinctive to all other advertisements as you can see the connection between all of the adverts. The use of the neon effect on the slogan is aimed at the primary audience of adults in their 30s to create the retro feel as per the brief. This also follows the conventions of marketing campaigns because our research shows they normally target more then one type of audience.
Through our planning we decided to use the wizard character in at least two adverts (magazine and tv) to directly appeal to younger audiences and the billboard we only used the wizard's hat, as we know that the billboard is usually a platform that targets older audiences that drive. The diagrams allowed us to visualise this and see what would and would not work. We planned this through our moodboard and treatment to help establish a key theme.
The use of social media helped to further our campaign and meet the codes and conventions of adverts as it allows the audience a further insight into our brand and allows us to target the younger audiences who use social media more. This is a convention as the aim of the advertisements are to further the audience interest in the brand. It was apparent that this was a code and convention when looking at existing campaigns such as
Through seeing the social media presence they can look more into the brand taking them from the magazine ad to the billboard ad or even the video ad. The price is also visible on the two print adverts as this is also a convention for new drink adverts. Planning and our research helped to see where the best place on the advert was to put this information. We were sure to include this during our hand drawn sketches and proposals.
We also met the codes and conventions of video adverts. This was done in our video advert as it targets both of the audiences at the same time. I had to make sure that it was for both audience types as it was on a platform that would be viewed equally by both it was important it had a strong brand identity targeting both. This was done through the use of the music which was 80s music which would gain the attention of the primary audience. However to also target the secondary audience we used a school setting as that fits perfectly with the ideas we are aiming to convey about making daily life which can be boring for some a bit more interesting especially schools are places that people will connote with being boring, This also links to the audience as they are in the age that they will be at school so it is, therefore, a place they can relate with. with the fantasy and wizard character. Music is a key convention to video adverts as it helps to create a mood and excitement amongst the audience. Every drinks advert uses music and even uses motifs so that they become instantly recognisable. We made sure to include music during our storyboard as planning, along with different shot types and angles in order to maintain the interest of our audiences and emphasise key moments e.g close up of the can.
The USP of the video advert was the humour which would be enjoyed by both audience types and it further develops the brand identity. The advert is memorable which follows the convention of the advert standing out and catching the eye as well as sticking in the memory of the audience. Planning and research allowed us to see what the audience types would enjoy and remember. We used conventions of film examples of this is the close ups of the can when it is present as the audience attention is drawn to the can as it is in the center of the frame. Another convention we used while filming was the flash effect when the students turn into the can, this is using the effects to help further take the audience into the advert.
Our campaign used was highly influenced by what i learned in task 1, from researching other advertising campaigns similar to our such as the coca-cola campaign. This influenced us as it helped to give us an insight, the coca-cola campaign followed a very strong brand identity and throughout all of their adverts you were able to tell it was from that specific advertising campaign as every advertisement they produced. We followed this with ours making sure that the billboard, magazine and the Video AD all followed the same theme making sure people could tell it was from the same advertisement campaign.
Our advertising slogan is Phizz up your life Because when doing research we were inspired by the coca-cola slogan "taste the feeling" because the whole aim of the campaign is to show how it is more than a drink and it is a brand with a strong identity of being for everyone. That is what we aimed to do with ours with the use of the fantasy theme and the 80s we wanted to show it is more than a drink it is something that can bring people together whatever age, race etc.
We also used what we had seen in the coca-cola billboards with the focus of the image being on the drink and the person drinking it with the logo and name of the drink in the corner. This showed us that in our campaign it would be successful if we made the focus of the campaign on the brand and the people using it instead of focusing on the Logo and name of the drink as it was more important to see it on the can than on the screen. this is also an important convention when advertising a beverage.
Another advertising campaign we researched was the disney+ campaign the main aim of that campaign was being inclusive for all people of different ages which they did through showing the wide variety of programmes they had on the site. This inspired us to make sure that we followed that and aimed our advertising campaign at more than one audience types which we did through the fantasy theme and then the retro 80s theme for the older audience.
Our billboard was inspired by the disney+ advertisements as they used simplicity to show the variety they had. We were inspired by this and used simplicity on our billboard in which we displayed the 2 main themes by the use of the wizard hat for the younger audience and then the neon sign for the older retro audience.
D2 (U20): Demonstrate how the technical and aesthetic properties of the media components meet the client brief
it is stated in the brief Carter soft drinks wants a advertising campaign for their latest fizzy drink named phizzwizard. The drink has a strawberry lace flavour and the liquid is red, it is sold in cans. There are 2 audience types primary audience being 13-18 year olds and the secondary audience is the retro audience from the 80s. We have created a billboard, magazine and a video advertisement for our advertising campaign.
Magazine:
As asked for by carter soft drinks we created a magazine advert for our campaign. a requirement set was, to advertise a drink which was strawberry flavoured and red in colour. The requirements were met as we made sure this was all conveyed to the audience through our magazine advertisement. This was done As the name 'Phizzwizard' is visible and easily identifiable.
We also used the can as one of the main focus points as it stated in the breif it is only sold in cans so we made sure to make sure every drink seen was in a can meeting their requirements
Billboard:
As stated in the brief we also created a Billboard advertisement for the Phizzwizard advertising campaign. A requirement was to convey that the drink tastes of strawberry laces we did this by putting strawberry laces in the background behind the drink to show the audience the flavour. A improvement would be to make the strawbery laces more visible as that was on of the main issues we received from our audience feedback
A requirement was to make it appeal to audiences of both 13-18 and a retro audience from the 80s on our billboard we focused on the retro audience and went for a more mature looking advertisement as it would be seen by more of the retro audience as they would be most likely to be driving seeing the billboards. This requirement was met by just using a wizards hat and a wand, and enlarging the slogan making it more prominent in this advertisement as that would be one of the main focuses taking the focus from the wizards hat/ drink can, to the wand finally to the slogan which is big and bold in with a neon effect meeting the theme for our retro audience.
Another requirement was include a social media presence. We met this requirement by putting the logos for Instagram and Facebook as these would be the ones most used by both our audiences. We also included the name of the page so that the viewer could see that then from this advertisement go to the social media part of the campaign. In the planning stages we decided on putting it in the bottom right corner as there was a large amount of free space their so we utilised it for our social media as it is viable and easily read by the viewer especially with the red background helping it to stand out.
Video AD:
As stated in the brief we also created a video advertisement for the Phizzwizard advertising campaign. A requirement was to convey that the drink had a strawberry laces flavor. We met this by using strawberry laces in our video as well as in the slogan to convey to the audience watching the video advert that it was a strawberry lace flavor. We made sure this was met in the planning stages when we were writing out our storyboard and script we wanted to have a visual and verbal cue for the flavor and that is what we attempted to do with the slogan being read on voice over and the strawberry laces used in the filming.
Another requirement was to target two audience types the first was children aged 18-13 who were targeted with the themes of fantasy and magic we made sure we achieved this in the planning stages we were making sure we included the themes presented throughout the entire advertising campaign. There were a wizard and references to the magical themes in the billboard and magazine ad. The second theme of retro was met through the sound we used, the music we used was authentic music from the 80s that will catch the attention of the audience as when they hear the music it will induce nostalgia and memories associating the drink with the good memories they have of the past.
Another requirement was to make the video target the audience from the 80s with retro themes we made sure to include references to the 80s retro scene. This was made achievable by planning and making sure to include the references that would stand out to the audience. we included fonts with a reto feel to them using the neon sign as it is would be something the audience would associate with the 80s going hand in hand with the drink being represented as taking you on a journey as seen by the music it is then backed up at the end using the font to round out the 80s them from start to finish.
Another requirement was having the name of the brand name/logo identifiable and show social media presence all of which were met at the end of the video advertisement as after the slogan it cuts to the closing page where we show the logo taking up the whole screen making sure the audience can see the brand this is emphasized through the can which the logo is on being constantly seen throughout. on the ending screen you can also see all of the social media websites where we have a presence this allowed us to cross promote the brand on all of the separate platforms. This allows for the audience to gain a further insight into the brand and the brand identity as they can look deeper into it and explore the other ads and interactivity that phizzwizard has to offer as asked for in the brief we gave them an insight through the video advertisement to go into deeper detail about the drink. The final slide shows this showing the audience the brand as a whole and more than just a video AD.
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