Unit 3
Learning Objective 1
Learning Outcome 1: Be able to create a proposal with sample materials for an original media product to client brief (P1, P2, M1)
1.1 P1 Proposal
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WDS Audio Proposal
15th November 2016
TYPE OF PROPOSAL My proposal is for an audio advertisement for West Derby School focused on a rebranding for the new building centred towards parents and students alike.
Form and Genre My proposal will be a radio advertisement which generally have few but obvious codes and conventions including lengthy dialogue as this is a fully auditory medium it is important to fill the limited time frame of 20 seconds with as much information as possible.
My audio product will contain these specific elements...
🔻 Jingle
🔻 Background music
🔻 Narration
Narrative Synopsis My audio product will be a satire of typical radio advertisements with fast dialogue and a catchy song in the background. The advertisement will end with an easy to remember jingle “we deliver success which is also the school's motto. The advert will consist of a “random” student at WDS phoning up and talking about the positive aspects of WDS. “Call ins” are a trope commonly used in radio. The jingle will help listeners to remember the advert when they are thinking about the topic, it will be at the forefront of their minds.
Content Constant dialogue may disengage a listener, so I intend to use catchy music in the background of the dialogue and end with a jingle.
Sound effects are another frequently used convention of radio broadcast and can be used to convey cartoonish over the top dialogue in a fully auditory way.
I will begin with a jingle followed by an announcer who will give details regarding the school including the address the web address and the email address.
I will use male voices as I wanted to use students from West Derby as vocal actors and the majority of those students are male. The vocal actors will be from the sixth form in order to convey a professional aura as well as a happy tone
Target audience The target audience will l be parents rather than children as much of the decision making process for children is where are their friends going.
This advert will serve as a information for parents regarding a massive leap in their child's education. It will have to be rated U so it is suitable for all audiences. The target audience will be parents of primary school children as they are the ones who make decisions regarding schools. This advert will serve as a information for parents regarding a massive leap in their child's education. It will have to be rated U so it is suitable for all audiences.
Resources and personnel The sound will need to be edited to make sure the dialogue can be heard over the background noise. I will edit the audio and add sound effects in garageband. Garageband also allows me to layer audio over each other
I will record the audio of the announcer using a snowball mic. The music will be royalty free in order to keep production costs down. I use garageband to use a 20 second loop of the chorus. This is suitable to my audience as it is easy on the ears and very catchy and memorable.
I will use two students from West Derby’s Sixth form who are both male, this is because the vast majority of the school are male, and despite the fact that girls are allowed to attend West Derby Sixth form i do not want to misrepresent this majority. Both students who are recording for my audio product are quite easy going and casual to capture the more laid back environment of West Derby School. A more casual personality will help make the advertisement more approachable and invoke a more comfortable feel to the listener rather than portraying the school as a stark silent and studious grammar school.
Distribution & Marketing Being that this is a radio advertisement this will be distributed via a local radio station so it reaches a nearby audience it is very unlikely you would come from another city to attend a school.
The advertisement will be distributed on radio city, this is because it is a local radio station that captured the attention of 388, 000 listeners who were all adults in june of 2016. I would advertise in the breakfast show broadcasting block as the grants the largest traffic of our largest demographic.
https://media.info/radio/stations/radio-city-967/listening-figures (source of figures)
In order to reach a wider audience I will post the MP3 on facebook, and instagram, and twitter to spread word a little more as social media is a phenomenal way to share my audio to my target audience as once a person has found the link to my advert they are likely to spread it to other like minded people.
I will use two students from West Derby’s Sixth form who are both male, this is because the vast majority of the school are male, and despite the fact that girls are allowed to attend West Derby Sixth form i do not want to misrepresent this majority. Both students who are recording for my audio product are quite easy going and casual to capture the more laid back environment of West Derby School. A more casual personality will help make the advertisement more approachable and invoke a more comfortable feel to the listener rather than portraying the school as a stark silent and studious grammar school. This atmosphere is key to prorating the learning atmosphere that we have here at West Derby.
15th November 2016
TYPE OF PROPOSAL My proposal is for an audio advertisement for West Derby School focused on a rebranding for the new building centred towards parents and students alike.
Form and Genre My proposal will be a radio advertisement which generally have few but obvious codes and conventions including lengthy dialogue as this is a fully auditory medium it is important to fill the limited time frame of 20 seconds with as much information as possible.
My audio product will contain these specific elements...
🔻 Jingle
🔻 Background music
🔻 Narration
Narrative Synopsis My audio product will be a satire of typical radio advertisements with fast dialogue and a catchy song in the background. The advertisement will end with an easy to remember jingle “we deliver success which is also the school's motto. The advert will consist of a “random” student at WDS phoning up and talking about the positive aspects of WDS. “Call ins” are a trope commonly used in radio. The jingle will help listeners to remember the advert when they are thinking about the topic, it will be at the forefront of their minds.
Content Constant dialogue may disengage a listener, so I intend to use catchy music in the background of the dialogue and end with a jingle.
Sound effects are another frequently used convention of radio broadcast and can be used to convey cartoonish over the top dialogue in a fully auditory way.
I will begin with a jingle followed by an announcer who will give details regarding the school including the address the web address and the email address.
I will use male voices as I wanted to use students from West Derby as vocal actors and the majority of those students are male. The vocal actors will be from the sixth form in order to convey a professional aura as well as a happy tone
Target audience The target audience will l be parents rather than children as much of the decision making process for children is where are their friends going.
This advert will serve as a information for parents regarding a massive leap in their child's education. It will have to be rated U so it is suitable for all audiences. The target audience will be parents of primary school children as they are the ones who make decisions regarding schools. This advert will serve as a information for parents regarding a massive leap in their child's education. It will have to be rated U so it is suitable for all audiences.
Resources and personnel The sound will need to be edited to make sure the dialogue can be heard over the background noise. I will edit the audio and add sound effects in garageband. Garageband also allows me to layer audio over each other
I will record the audio of the announcer using a snowball mic. The music will be royalty free in order to keep production costs down. I use garageband to use a 20 second loop of the chorus. This is suitable to my audience as it is easy on the ears and very catchy and memorable.
I will use two students from West Derby’s Sixth form who are both male, this is because the vast majority of the school are male, and despite the fact that girls are allowed to attend West Derby Sixth form i do not want to misrepresent this majority. Both students who are recording for my audio product are quite easy going and casual to capture the more laid back environment of West Derby School. A more casual personality will help make the advertisement more approachable and invoke a more comfortable feel to the listener rather than portraying the school as a stark silent and studious grammar school.
Distribution & Marketing Being that this is a radio advertisement this will be distributed via a local radio station so it reaches a nearby audience it is very unlikely you would come from another city to attend a school.
The advertisement will be distributed on radio city, this is because it is a local radio station that captured the attention of 388, 000 listeners who were all adults in june of 2016. I would advertise in the breakfast show broadcasting block as the grants the largest traffic of our largest demographic.
https://media.info/radio/stations/radio-city-967/listening-figures (source of figures)
In order to reach a wider audience I will post the MP3 on facebook, and instagram, and twitter to spread word a little more as social media is a phenomenal way to share my audio to my target audience as once a person has found the link to my advert they are likely to spread it to other like minded people.
I will use two students from West Derby’s Sixth form who are both male, this is because the vast majority of the school are male, and despite the fact that girls are allowed to attend West Derby Sixth form i do not want to misrepresent this majority. Both students who are recording for my audio product are quite easy going and casual to capture the more laid back environment of West Derby School. A more casual personality will help make the advertisement more approachable and invoke a more comfortable feel to the listener rather than portraying the school as a stark silent and studious grammar school. This atmosphere is key to prorating the learning atmosphere that we have here at West Derby.
1.1 P1 Sample Materials
Radio Script Template
Scene 1
Music The music will be an edited version of Tattoos by caravan palace I use garageband to use a 20 second loop of the chorus. This is suitable to my audience as it is easy on the ears and very catchy and memorable.
Student “The jump from primary education to secondary school is one of the most important decisions in laying the foundation for your child’s success in life and future. If you want the best for you son come to west derby school.” The voice recording will be very positive but formal narrator's voice to invoke a friendly and professional appearance.
Student “Located on west derby road liverpool, west derby school is a comprehensive all boys academy that provides the best step forward in your sons education.”
Jingle Sweeper – Dry voice jingle that can be mixed with music by DJ. “West Derby, we deliver success.”
1.1 M1 Justification
Why an audio advertisement?
I have chosen to produce an audio advertisement for distribution on the radio as it is one of the greatest ways to advertise locally. This is because traditional radio is a short range broadcast that manages to advertise in the area populated by people who would be interested in attending west derby school as it is highly unlikely that people who live outside of liverpool would attend a school in west derby.
Why use plain dialogue?
I have chosen to present the bulk of information in the form of spoken dialogue this is because there is a sizeable amount of information to convey in a short period of time. Because of the time constraint and the sheer amount of information to present the most simple method in this case would be the most applicable. A happy rather than neutral voice will read the information clearly and enthusiastically to draw in the listener and engage them.
Why have a jingle?
Jingles are short but very catchy ways to coney repetitive information in a quick way. My jingle “west derby we deliver success” is short and catchy, it is written in rhyming pentameter meaning that that every other word is stressed “WEST derby WE deliver SUCCESS.” This allows the jingle to read clearly with an inherently more memorable rhythm.
Why 20 seconds?
The 20 second time frame seems very concise but proves beneficial and suitable for the medium through which my advertisement will be presented most radio advertisements are quite short to decrease the cost of finding a suitable radio advertisement slot. On average a radio advert is between 15 to 30 seconds long taken in one continuous cut rather than smaller cuts, that is to keep editing costs down.
Why the specific Resources and Personnel ?
To add to a tone of authenticity and keep production costs down I have sourced voice actors in form the student body of West Derby School, from a gender perspective this leaves us severely limited as West Derby is an all boys school with a minority of women in the sixth form, whilst I could’ve shoehorned in a girl from the sixth form I believe this would misrepresent West Derby snf compromise the authentic and trustworthy tone I intend to create with this Ad. As for the voice actors chosen I wanted to ensure that they captured my lighthearted genuine tone. I went with two students from the sixth form who have outgoing and pleasant personas as I had believed that they would capture the tone of my Ad.
Why the choice of Background Music?
Background music is one of the key elements of a purely audio advetisment. I have went with a short outro track to begin playing as the jingle begins this was done to ensure that the crucial information can be heard clearly without having to battle with the background music. That said I think not having any music at all would detract from the more light hearted tone I had envisioned for the advertisement and so I have included a short outro track.
here to edit.
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Learning Objective 2
Unit 3 Learning Outcome 2: Be able to plan and develop pre-production materials for an original media production to a client brief (P3, M2)
P3 Develop Pre Production Materials For A Media Product
OVERVIEW
This project was set out with the goal of creating an audio advertisement for public broadcast on a local radio. The advertisement will to promote the new building and facilities at West Derby School. The project is to be a short 20 second audio advertisement that will utilise a number of codes and conventions of traditional audio advertisement including jingles dialogue and a quick pace.
CONTENTS
1 Production plan
2 Radio Script template
3 legal and ethical issues
4 Permission slip
6 Risk Assessment
7 Production Schedule
8 Contingency Plan
This project was set out with the goal of creating an audio advertisement for public broadcast on a local radio. The advertisement will to promote the new building and facilities at West Derby School. The project is to be a short 20 second audio advertisement that will utilise a number of codes and conventions of traditional audio advertisement including jingles dialogue and a quick pace.
CONTENTS
1 Production plan
2 Radio Script template
3 legal and ethical issues
4 Permission slip
6 Risk Assessment
7 Production Schedule
8 Contingency Plan
The production plan (as seen above) outlines the basics of my project and shows justification for ideas such as my target audience, how the information will be presented and why i have chosen the medium through which to present it.
The aim was to achieve a concise blueprint that would allow for efficient planning and balances the hurdles that must be overcome when advertising through this medium such as broadcast slot (the time which it would be broadcast) The target audience (the intended consumers of said media) and the costs.
The areas covered by my production plan are integral in the effectivity of my advertisement and must be considered when using any form of media regardless of if it is audio, print or visual the reasons for my choices are concise enough to make sure that our advertisement primarily reaches our target audience, however difficulties (especially when using the medium that is the radio) can arise in specifically targeting to combat this the advertisement has been made suitable for all audiences and will cause no incident or offence.
The aim was to achieve a concise blueprint that would allow for efficient planning and balances the hurdles that must be overcome when advertising through this medium such as broadcast slot (the time which it would be broadcast) The target audience (the intended consumers of said media) and the costs.
The areas covered by my production plan are integral in the effectivity of my advertisement and must be considered when using any form of media regardless of if it is audio, print or visual the reasons for my choices are concise enough to make sure that our advertisement primarily reaches our target audience, however difficulties (especially when using the medium that is the radio) can arise in specifically targeting to combat this the advertisement has been made suitable for all audiences and will cause no incident or offence.
RADIO SCRIPT
The aim set out to be accomplished by my script was to get a sufficient amount of information across to our viewer without bombarding them with unnecessary fluff that would waste time. The script would be read quickly but clearly as to minimise time on air to maximise cost effectivity.
Student“The jump from primary education to secondary school is one of the most important decisions in laying the foundation for your child’s success in life and future. If you want the best for you son come to west derby school.”
The voice recording will be very positive but formal narrator's voice to invoke a friendly and professional appearance.
“Located on west derby road liverpool, west derby school is a comprehensive all boys academy that provides the best step forward in your sons education.”
JingleSweeper – Dry voice jingle that can be mixed with music by DJ.
“West Derby, we deliver success.”
The aim set out to be accomplished by my script was to get a sufficient amount of information across to our viewer without bombarding them with unnecessary fluff that would waste time. The script would be read quickly but clearly as to minimise time on air to maximise cost effectivity.
Student“The jump from primary education to secondary school is one of the most important decisions in laying the foundation for your child’s success in life and future. If you want the best for you son come to west derby school.”
The voice recording will be very positive but formal narrator's voice to invoke a friendly and professional appearance.
“Located on west derby road liverpool, west derby school is a comprehensive all boys academy that provides the best step forward in your sons education.”
JingleSweeper – Dry voice jingle that can be mixed with music by DJ.
“West Derby, we deliver success.”
2.1 M2 Legal And Ethical Issues
What is meant by Legal and Ethical?
Media ethics are a subdivision of human ethics and protect the specific ethical principles and standards of media, including broadcast media, film, theatre, the arts, print media and the internet. Media ethics apply to the production and supply of a large amount of the public's attention has to be paid to content of the mass media, in particular journalistic ethics and advertising ethics; also the field of study concerned with this topic. In relation to news coverage it includes issues such as impartiality, objectivity, balance, bias, privacy, and the public interest. More generally, it also includes stereotyping, taste and decency, obscenity, freedom of speech, advertising practices such as product placement, and legal issues such as defamation.
How will I adhere to the legal and ethical standards?
It is tricky to keep to all the standards and regulations of legal and ethical standards but imperative that I do so to prevent offence or a legal violation. When using students to speak for the audio advertisement it is important to get the parent or guardian's permission to use their child's voice to advertise to do this I have produced a permission slip.
What problems may potentially arise as a result of my advertisement?
When creating an advertisement for a school you run the risk of misrepresenting the product. Misrepresentation can occur in a myriad of ways the foremost being gender and racial representation. Its is important to try and represent all genders races and creeds equally however this is not always the most accurate depiction. In the case of West derby school it has a vast diversity of races and religions within the student body however due to its nature as an all boys school it is difficult to represent all genders.
How will I depict the school?
Misrepresentation of the product is just as dangerous as misrepresentation of groups as it can be seen as flat out false advertisement. I could depict this school as the height of technology but if that is not true I would be in violation of advertising standards. I will have to depict the school honestly and accurately so as not to violate advertising standards, this mean is a problem as by having an advertisement with lots of female students I would be misrepresenting the school but positively representing gender, but inaccurately representing West Derby.
Who regulates Legal issues and ethical issues?
ASA the advertising standards agency ASA actively checks ads in all media and regularly conducts surveys for TV and radio advertising, they regulate under a contract from Ofcom.. As the UK’s independent regulator for advertising across all media, their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements, sales promotions and direct marketing.
What Legal and ethical issues can arise when recoding voices?
When recoding audio of someones voice, we face the same hurdles as taking someones picture I can't edit it to make a person seem deliberately negative such as making them talk slowly and deliberately of changing the pitch of their voice. As a result of these rules will not be altering the audio beyond making the length suitable for my advertisement. I can't change the volume pitch or add effects to make, my actors personality seem different.
3.2 M3 Codes & Conventions
Codes and conventions of a audio media productions and how I met them.
When working with any media product codes and conventions apply, it is important to adhere to these codes and conventions so that the finished product seems suitable alongside other products of the same type. Below I have listed the codes and conventions of an audio media product and how I adhered to them.
Background music
Most if not all Radio advertisement use a Background track as every second counts in such short time slots silence is very rarely employed. To make sure that any gaps in speech are not met with silence I used a royalty free background track that I edited so that the critical speech was not drowned out. The track picks up towards the end and is rather memorable without being too remarkable, so that the tune is associated with my product whenever it's heard.
Jingle
One of the most well known staples of audio advertisement is a jingle, a sort phrase coupled with a memorable tune and serve as the crux of audio advertisement. This is because during a radio advertisement jingles serve as respite from an unbroken barrage of information, if a person takes anything away from radio advertisements it more often than not the jingle in the form of an earworm they will continue to have at the back of their mind all day. Naturally based on the importance of jingles I used a short phrase “We deliver success” coupled with a short tune. My jingle is suitable as it is short memorable and easily associated with West Derby School.
Narration
Given that radio advertisement is a purely visual format all information is conveyed through narration, this cannot be too long but must adequately fill the time slot form the advertisement. I adhered to this by having my advert be primarily conveyed through narration, I have two different narrators trying to split up the unbroken barrage of information.
Linking to other relevant information
I have a relatively short amount of time with which to convey all the information in my advertisement and naturally thanks to the relatively short time it is essential for most if all radio advertisements to link to other sources of information, in my case I provided the web address of West Derby School as it is relatively easy from most people to access the website.
Tone
I wanted the overall tone of my advert to be more lighthearted and fun. to do this I have my narrator give a up beat narration with a amiable voice, if the advert did not have this upbeat narration and instead had a monotone voice, the ad would feel depressing and almost oppressive due to the lack of a background track.
Real
Its all well and good creating an all bells and whistles advert, but if it does not seem real to the listener then its all for nought. In order to keep a realistic atmosphere encompassing the advert I have avoided using overly emotive language. If the narrator seemed overly enthusiastic people would see the advert seem disingenuine.
I wan
When working with any media product codes and conventions apply, it is important to adhere to these codes and conventions so that the finished product seems suitable alongside other products of the same type. Below I have listed the codes and conventions of an audio media product and how I adhered to them.
Background music
Most if not all Radio advertisement use a Background track as every second counts in such short time slots silence is very rarely employed. To make sure that any gaps in speech are not met with silence I used a royalty free background track that I edited so that the critical speech was not drowned out. The track picks up towards the end and is rather memorable without being too remarkable, so that the tune is associated with my product whenever it's heard.
Jingle
One of the most well known staples of audio advertisement is a jingle, a sort phrase coupled with a memorable tune and serve as the crux of audio advertisement. This is because during a radio advertisement jingles serve as respite from an unbroken barrage of information, if a person takes anything away from radio advertisements it more often than not the jingle in the form of an earworm they will continue to have at the back of their mind all day. Naturally based on the importance of jingles I used a short phrase “We deliver success” coupled with a short tune. My jingle is suitable as it is short memorable and easily associated with West Derby School.
Narration
Given that radio advertisement is a purely visual format all information is conveyed through narration, this cannot be too long but must adequately fill the time slot form the advertisement. I adhered to this by having my advert be primarily conveyed through narration, I have two different narrators trying to split up the unbroken barrage of information.
Linking to other relevant information
I have a relatively short amount of time with which to convey all the information in my advertisement and naturally thanks to the relatively short time it is essential for most if all radio advertisements to link to other sources of information, in my case I provided the web address of West Derby School as it is relatively easy from most people to access the website.
Tone
I wanted the overall tone of my advert to be more lighthearted and fun. to do this I have my narrator give a up beat narration with a amiable voice, if the advert did not have this upbeat narration and instead had a monotone voice, the ad would feel depressing and almost oppressive due to the lack of a background track.
Real
Its all well and good creating an all bells and whistles advert, but if it does not seem real to the listener then its all for nought. In order to keep a realistic atmosphere encompassing the advert I have avoided using overly emotive language. If the narrator seemed overly enthusiastic people would see the advert seem disingenuine.
I wan
Learning Objective 4
Learning Outcome 4: Be able to carry out post-production techniques and processes for an original media product to a client brief (P5)
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This is a link to my first draft. My client gave me feedback on it saying that the audio was much too quiet and muffled to be heard clearly and that the jingle comes in too soon. I took the time to rectify those mistakes below.
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This is a link to my audio advertisement on Youtube. Below that are some images of my post production editing.
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4.1 P5 Post Production Techniques
4.2 M4 How My Product Meets The Brief
OVERVIEW
The product being and audio product has a very subtle and unique set prerequisites it must meet to match the client brief. In order to do this my product needs to; convey a suitable message based on the target audience, meet the typical expectations of an audio advertisement and most importantly it must sound appealing.
HOW DOES MY PRODUCT CONVEY A SUITABLE MESSAGE?
My product being created for a school advertisement, we had to create the advert with the idea of advertising the schools merits in a purely audio fashion. This was a challenge as it is difficult to convey the codes and conventions of school adverts through the medium of sound.
The first way in which I did this was through the use of speech. I had a student voice the advertisement, this done in order to add an aspect of sincerity to my advertisement's voice over. A student speaking highly of the school seems a decidedly more genuine than the generic overly enthusiastic voice actors that are typical of the genre.
My script, whilst short shows exactly the amount of information that is required from an advertisement of this type. The information that is imputative is mainly the location of the school and how to get in contact with the school. The rest of the script is more or less just rhetoric making the school seem more appealing to the listener.
Making the school seem better or worst is actually quite easy through the medium of speech, so as not to misrepresent the school I simply used less emotive language for my script with a happy tone of voice making the establishment seem positive without explicitly saying so. The only forms of emotive language are quotes from the ofsted review body.
HOW DOES MY PRODUCT MEET THE EXPECTATIONS OF AN AUDIO ADVERTISEMENT?
My product met the expectations of audio advertisements through the fact that it met what is typically expected of advertising through this medium. In a general sense not much is expected of an audio advertisement, nonetheless there are many intricacies that go into making an audio advertisement seem the part. One such excitation is a jingle the jingle is going to be the most memorable part of the ad. An effective jingle is short and catchy. "We Deliver Success" is short and uses the initials of the school. This provides a short in not insufferably cliché jingle that will hopefully be memorable.
The idea of voice over with no background music is also typical of radio advertisements the lack of a background track creates a more stark transition than the music would ever provide making the ad stand out amongst others. And although this is just conjecture, I think that people tend to switch off when listening to music the lack of any generic music may recapture the attention of the listener.
NEW BUILD
Given how brief radio advertisement is it was difficult to mention the new building but i have managed to mention the new location, listeners (particularly parents) will realise that, the dress has changed and be prompted to investigate online where they have access to infinitely more information than I can fit in 30 seconds.
RE BRAND
Conveying the rebrand is much easier than conveying the new build, for this rebranding WDS has a new slogan "We Deliver Success" this is also my jingle linking to large features such as a jingle and a slogan will create a highly recognisable new brand as people will see and hear the new slogan an think of the "new" West Derby.
STUDENTS
Students listing to the advert will likely be primary school students thinking about which secondary to go to. I have captured the attention of students by using a student in the voice over. This makes WDS seem more laid-back as it allows students to effectively become "the voice of the school" as opposed to the highly regulated image other schools keep up.
PARENTS
We have appealed to parents through the language used, we say "your son" and emphasise the importance of going to the right secondary, then immediately provide WDS as an example of the right secondary. This will provide parents with a sense of security, knowing that the school understands the importance of this leap in education.
The product being and audio product has a very subtle and unique set prerequisites it must meet to match the client brief. In order to do this my product needs to; convey a suitable message based on the target audience, meet the typical expectations of an audio advertisement and most importantly it must sound appealing.
HOW DOES MY PRODUCT CONVEY A SUITABLE MESSAGE?
My product being created for a school advertisement, we had to create the advert with the idea of advertising the schools merits in a purely audio fashion. This was a challenge as it is difficult to convey the codes and conventions of school adverts through the medium of sound.
The first way in which I did this was through the use of speech. I had a student voice the advertisement, this done in order to add an aspect of sincerity to my advertisement's voice over. A student speaking highly of the school seems a decidedly more genuine than the generic overly enthusiastic voice actors that are typical of the genre.
My script, whilst short shows exactly the amount of information that is required from an advertisement of this type. The information that is imputative is mainly the location of the school and how to get in contact with the school. The rest of the script is more or less just rhetoric making the school seem more appealing to the listener.
Making the school seem better or worst is actually quite easy through the medium of speech, so as not to misrepresent the school I simply used less emotive language for my script with a happy tone of voice making the establishment seem positive without explicitly saying so. The only forms of emotive language are quotes from the ofsted review body.
HOW DOES MY PRODUCT MEET THE EXPECTATIONS OF AN AUDIO ADVERTISEMENT?
My product met the expectations of audio advertisements through the fact that it met what is typically expected of advertising through this medium. In a general sense not much is expected of an audio advertisement, nonetheless there are many intricacies that go into making an audio advertisement seem the part. One such excitation is a jingle the jingle is going to be the most memorable part of the ad. An effective jingle is short and catchy. "We Deliver Success" is short and uses the initials of the school. This provides a short in not insufferably cliché jingle that will hopefully be memorable.
The idea of voice over with no background music is also typical of radio advertisements the lack of a background track creates a more stark transition than the music would ever provide making the ad stand out amongst others. And although this is just conjecture, I think that people tend to switch off when listening to music the lack of any generic music may recapture the attention of the listener.
NEW BUILD
Given how brief radio advertisement is it was difficult to mention the new building but i have managed to mention the new location, listeners (particularly parents) will realise that, the dress has changed and be prompted to investigate online where they have access to infinitely more information than I can fit in 30 seconds.
RE BRAND
Conveying the rebrand is much easier than conveying the new build, for this rebranding WDS has a new slogan "We Deliver Success" this is also my jingle linking to large features such as a jingle and a slogan will create a highly recognisable new brand as people will see and hear the new slogan an think of the "new" West Derby.
STUDENTS
Students listing to the advert will likely be primary school students thinking about which secondary to go to. I have captured the attention of students by using a student in the voice over. This makes WDS seem more laid-back as it allows students to effectively become "the voice of the school" as opposed to the highly regulated image other schools keep up.
PARENTS
We have appealed to parents through the language used, we say "your son" and emphasise the importance of going to the right secondary, then immediately provide WDS as an example of the right secondary. This will provide parents with a sense of security, knowing that the school understands the importance of this leap in education.
4.3 D1 How post-production techniques and processes created meaning in your media product
OVERVIEW I wanted to reflect on my editing process and analyse how it met my target audience and how it shaped the meaning.
Why have no background track?
My audio advertisement starts off with dialogue with no music this is because I had intended to advertise on radio the silence is comes in as a sharp contrast to the rest of a radio show. This is to grab attention and immediately make it noticeable amongst other adverts. The silence actually allows the advert to stand out louder than other adverts this is because with so many uptempo adverts it is common for listeners to easily dismiss the information that is being intimated by the adverts as white noise. The lack of a background track ultimately makes the listener feel that this is an important announcement and that it is not to be ignored. This will hopefully keep the listeners attention based on the juxtaposition alone making them feel that this ad is a cut above the usual advertisements.
Why edit down my jingle?
Jingles are one of the most common conventions of audio adverts they are very catchy and privy to getting stuck in one's head. Despite the negative connotations jingles are powerful methods of advertising in that they are short relatively cost effective and decently memorable. Allowing for even more effective advertising. My Jingle "We Deliver Success" was chosen especially to use the initials of the school, WDS. This will make the phrase We Deliver Success and West Derby School synonymous in the mind of the listener hopefully meaning that whenever they think of West Derby they will think of this promise of success.
Editing The Audio.
A good ad campaign involves repetition so that the consumer will associate the product with the company. Jingles take repetition a step further. After hearing a jingle several times as part of a marketing campaign, consumers will often create their own repetition, humming the tune or singing the words in their head. Sometimes the mere sight of the product can trigger the words of the corresponding jingle. Jingles can take on a life of their own, showing up in popular media such as songs, movies and in online social networks. The result is additional product promotion at no cost to the company. Just like in my jingle we have placed the previously mentioned trigger words in the advertisement and had the voice actor put emphasis on these words, such as "Important" and "Best". My audio has been edited to put stress on these words so that even after the advert has been listened to people will think of WDS when these positive words are mentioned.
Format
In terms of format it was important to consider compatibility across different platforms. In order to make my product as versatile as possible I saved it as an Mp3 the Mp3 is a relatively universal and common due to how many devices can use this format. Mp3 are also relatively reliable and easy to send and receive. The ease of access for many listeners will be their first impression of how efficiently the school operates. if is was a chore to send and receive this audio it would reflect badly on WDS. To combat this I have used the MP3 format which is almost universal at this point. This will show the listener that the school runs smoothly and universally.
Fade Into The Jingle
I have added a gradual fade into the audio track that plays alongside the jingle. This was done in order to bring the focus onto the jingle as it is likely the most memorable part of the advertisement. The music from the jingle is lighthearted and fun, this perfectly matches with my narrators amiable tone. This will make the listener feel calm as well which will be a welcome reprieve from the torrent of annoying ads they will be hit with on the radio
Why Didn't I Cut The Audio?
I didn't cut the audio down so the narration is one uninterrupted voiceover. This was done to keep the listener focused on the narrators calm and clear voice as the information he is conveying is supposed to feel important to the listener.
to edit.
Why have no background track?
My audio advertisement starts off with dialogue with no music this is because I had intended to advertise on radio the silence is comes in as a sharp contrast to the rest of a radio show. This is to grab attention and immediately make it noticeable amongst other adverts. The silence actually allows the advert to stand out louder than other adverts this is because with so many uptempo adverts it is common for listeners to easily dismiss the information that is being intimated by the adverts as white noise. The lack of a background track ultimately makes the listener feel that this is an important announcement and that it is not to be ignored. This will hopefully keep the listeners attention based on the juxtaposition alone making them feel that this ad is a cut above the usual advertisements.
Why edit down my jingle?
Jingles are one of the most common conventions of audio adverts they are very catchy and privy to getting stuck in one's head. Despite the negative connotations jingles are powerful methods of advertising in that they are short relatively cost effective and decently memorable. Allowing for even more effective advertising. My Jingle "We Deliver Success" was chosen especially to use the initials of the school, WDS. This will make the phrase We Deliver Success and West Derby School synonymous in the mind of the listener hopefully meaning that whenever they think of West Derby they will think of this promise of success.
Editing The Audio.
A good ad campaign involves repetition so that the consumer will associate the product with the company. Jingles take repetition a step further. After hearing a jingle several times as part of a marketing campaign, consumers will often create their own repetition, humming the tune or singing the words in their head. Sometimes the mere sight of the product can trigger the words of the corresponding jingle. Jingles can take on a life of their own, showing up in popular media such as songs, movies and in online social networks. The result is additional product promotion at no cost to the company. Just like in my jingle we have placed the previously mentioned trigger words in the advertisement and had the voice actor put emphasis on these words, such as "Important" and "Best". My audio has been edited to put stress on these words so that even after the advert has been listened to people will think of WDS when these positive words are mentioned.
Format
In terms of format it was important to consider compatibility across different platforms. In order to make my product as versatile as possible I saved it as an Mp3 the Mp3 is a relatively universal and common due to how many devices can use this format. Mp3 are also relatively reliable and easy to send and receive. The ease of access for many listeners will be their first impression of how efficiently the school operates. if is was a chore to send and receive this audio it would reflect badly on WDS. To combat this I have used the MP3 format which is almost universal at this point. This will show the listener that the school runs smoothly and universally.
Fade Into The Jingle
I have added a gradual fade into the audio track that plays alongside the jingle. This was done in order to bring the focus onto the jingle as it is likely the most memorable part of the advertisement. The music from the jingle is lighthearted and fun, this perfectly matches with my narrators amiable tone. This will make the listener feel calm as well which will be a welcome reprieve from the torrent of annoying ads they will be hit with on the radio
Why Didn't I Cut The Audio?
I didn't cut the audio down so the narration is one uninterrupted voiceover. This was done to keep the listener focused on the narrators calm and clear voice as the information he is conveying is supposed to feel important to the listener.
to edit.