Secondary Research

1. Bus stop adverts:

The target audience for bus stop adverts are mainly young teenagers due to the fact they can’t drive so they would have to get the bus, so having your product advertised on a bus stop then you know that your target audience will see it. The advert is aimed at both genders as it is something that everyone can enjoy. On these adverts they don’t really need to have the name of the brand too big as people would already know what it is from a distance or a quick glance as it is such a well know brand. If the advert is bold enough in the pictures then the less writing they need, as there is such a difference in styles of all fizzy drinks, and it is easy to tell them all apart from each other if you look at the bus stop from a distance you will be able to tell which drink they are advertising. On a bus stop advert there isn’t that much room to have slogans as most people will just be passing by so the slogans that they do have are always short, just a few words. Colour is very important as it has to attract attention or else the advert will just look plain and boring. The colour on the advert is usually the same colour as the label on the drink so that it is easily recognised and it all ties in together and doesn’t look odd.

2. Logos:

Logos are what separate one brand from the other and are easily recognisable and well know so that if you saw the logo you would easily be able to say whether that is for Pepsi or Coke or Fanta. Logos aren’t meant to be too complicated so that if you see it from far away you can still recognise them. Logos for fizzy drinks are usually appealing to all audiences (both genders and different ages) this is because they would hope that whoever sees the logo will want to go out and buy the product. The colours from the logos are carried on throughout all of the different they advertise so they have to bold. This is a good way to promote the product as a logo is used in every kind of advertising to get the brand out there and known.

3: Magazine adverts:

Magazine adverts for fizzy drinks are usually found in gossip magazines and are aimed at the younger generation (15 – 30) as they are usually the people who would buy a gossip magazine. This type of advert are usually very bold and striking as most people usually just flip past magazine adverts and go to the stories, but if they are bold enough then people will actually look and see what it is. In these adverts they can have a lot writing on them unlike a bus stop advert because people will have the time to read what it says and take in the information. Most of the time when a fizzy drink is advertised in a magazine it is because they have a new flavour and are letting everyone know so as to get the word out, so that when they go to the shop they will remember having seen the advert in the magazine and want to try it.

4. TV adverts:

TV adverts are to show off the product to the thousands of viewers watching. TV adverts are aimed a wide variety of audiences fizzy drink adverts are aimed at the younger audience as they are the main consumers of the product and the characters in the adverts are quite young as well in order for the target to be able to relate to them. The adverts are fun and entertaining; they always have a good catchy beat, and quite often that song will get stuck in your head and so will the fact that it is for a drink and then that will make you want to have the drink. The adverts are always bright and upbeat and cheerful and they make it seem like life is good when they have that drink in their hand. The adverts are usually about 30 seconds long and include a catchy slogan at the end which is memorable.

5. Billboards

Billboards are used over highways and they are extremely big and very bold. The writing is very bold as well as it has to be able to be read from a distance and whilst the people in the cars are driving past. The target audience for the fizzy drink adverts on the billboards are young adults as most of the people who see the billboards are driving a car as they don’t always have passengers so they have to be 17 or over and it is stereotyped that the younger generation are the main consumers of fizzy drinks as the older generation are stereotyped to drink coffee and tea. The billboards are usually colourful and striking in order to get people’s attention, the colours on the advert are the colours of the product, i.e. Coke would be red and Fanta would be orange, so that it is clearer from a distance what is being advertised. On the billboard they don’t want to cram everything in and use up space or else you wouldn’t be able to see what is on the billboard very clearly so they usually have a big picture and then some writing so that even if you can’t read what is said very clearly you can still tell what is being advertised from the massive picture.

Primary Research 1

Primary Research 1

Lucozade 2011

The 2011 TV advert for Lucozade is very much aimed at the younger audience (Teenagers) as it features the song ‘Louder’ by DJ Fresh which is a new song and has been in the charts for a while now. Also there are teenagers in the video which means that the audience can relate to them. You don’t know until the end of the advert that it is advertising Lucozade, by doing it this way it keeps the viewers interested as they want to find out what it is that they are advertising. You may be able to guess that they are advertising a drink (but not which one) due to the fact that the subjects are energetic and you do see the people in the advert carrying a drinks bottle, but they don’t show the label, in order for the viewers to watch the full advert.

Another reason you can tell that this advert is aimed at teenagers is that they are all on skateboards or roller-skates and are hanging out at a skate park and you wouldn’t expect adults to be hanging round in those places. The teenagers in the advert are represented as fun, energetic, talented and in a way carefree, and are not represented in a bad way at all like all the stereotypes. The whole advert is very upbeat, fun and colourful, which reflects their target audience.

The Mise-En-Scene is also very bright and cheerful, it is shot on a beach in Los-Angeles which makes you feel as though summer is still here and makes you want to get out your roller-skates and go to the beach. All the clothes that they are all wearing are very modern/young and summery and all things that you can find on the high street which makes it so that the viewers can relate to them. The only props that are used in the advert are their roller skates and skate boards which is what the advert is all about really also the drinks bottle is a prop, however you don’t see it that much, but when you do see someone drinking from it, the label is facing you so can see what they are advertising. The advert is very light and sunny which also indicates that they are advertising a drink as you get very hot and thirsty so will need to drink something that will keep you hydrated and energetic. Because the advert is very bright it gives the impression that what they are advertising isn’t a serious campaign (EG: cancer research) it shows that it is a light hearted product for something that is supposed to help you to have fun.

Lucozade adverts are not like the other adverts for fizzy drinks; they use their adverts to promote songs and artist, which then works the same way for when someone watches the music video as they then think of Lucozade. The Advert is basically a condensed version of the music video with a bit on the end of the Lucozade bottle appearing so that the viewers know what it is advertising.

This doesn’t stick to the codes and conventions for an advert as they never say anything to promote the drink or tell you that it is the most amazing drink ever. As Lucozade is such a well know brand they don’t need to say anything like that, as long as they keep the viewers interested until the end of the advert then show the Lucozade bottle, and as the audience already know what Lucozade tastes like they will go out and buy a bottle.

There isn’t much of a story in the advert, apart from the fact that you follow the girls on their roller-skates whilst they are doing all their tricks to the skate park where they meet up with their friends and show off. I think the message in the advert is that teenagers aren’t as bad as they are stereotyped and that people can still have fun and be who they want to be and be free and hang out with friends and just enjoy themselves without feeling any pressure to be someone their not, and they are encouraging others to do the same.

In some ways the advert uses the advertising technique Transfer, in the way that it creates the idea that if you drink Lucozade then you will have the energy and the skill to be able to do all the different tricks that were shown in the advert. The song ‘Louder’ that is featured in the advert is very upbeat which is in keeping with the tone of the advert, there is a line in the lyrics that says ‘having the time of our lives’ and it shows everyone in the advert having fun which then gives you the idea that if you drink a bottle of Lucozade then you too can have the time of your lives.

The editing is very quick and keeps up to the beat of the song, it never stays on the same shot for more than a few seconds which therefore keeps the viewers entertained and interested. At the start of the advert where the two girls are on their way to the skate park the camera moves with them to show that they are travelling, but when they are at the skate park the camera is still to show that they have arrived. Throughout the advert there is a variety of shots, WS, CU, LS, and MCU this gives the advert a faster pace and keeps it from being boring.

I think that this is a very successful advert in the way that it keeps you interested throughout, and is entertaining, as most people will know or have heard of the song ‘Louder’ by DJ fresh and will therefore want to watch the advert until the end as for one you want to find out why a music video is being played during the ad breaks and as it is a good pop song you want to know if what they are advertising is also good as you will then associate the two together.

Fanta 2011

The 2011 Fanta advert is aimed at teenagers because although it is a cartoon advert you can tell that they are portraying teenagers in what they are wearing as it is very up to date and modern and very much fitting with the stereotype of what teenagers look like and where they hang out so therefore people can relate to them. Also it is as though they have kept to the American ‘clicks’ for teenagers at high school such as jocks and cheerleaders; as there is a scene where the boys are playing basketball (jocks) and the girls are watching them from the stands (cheerleaders).

 I think that the reason that they are targeting teenagers is the fact that they are the main consumers of fizzy drinks. Mainly because when they are out with their friends and they need a drink most people buy a fizzy drink the reason for this is because it tastes nice and is kind of addictive.

The teenagers in this advert are again represented as harmless in the fact that they aren’t vandalising anything or being rude to others they are just hanging out and having a good time with their friends. However they are also shown as boring at the start and when they don’t have a drink and then they are shown as fun and cool and are enjoying themselves when they are drinking Fanta.

 The music that they use is also targeting teenagers in the way that even though it is an old song it is very much in with the new music as it is a rap song and has a catchy beat, and as it is so catchy then it will get stuck in your head so therefore you will want a Fanta and go out and buy a bottle also as the song isn’t in the charts that means that people will only associate the song with Fanta.

In the advert it starts off with a person lying on a bed bored until someone bursts in with a bottle of Fanta and they start bouncing around and having a good time, after that everyone in the advert is jumping around and enjoying themselves until a group of teenagers run out of the drink and they stop bouncing to show that they aren’t having a good time anymore, but then someone jumps in with some more Fanta and they all start bouncing again. This indicates that life is boring without Fanta and that you need to have a bottle of Fanta in order to enjoy yourself.

Again there isn’t really a story to the advert, it mainly focuses on the fact that making it clear that they are bouncy around because they are drinking Fanta. In a way the story is going round the town seeing all the people drinking Fanta and having a good time. Also you could say that the story is that one boy that goes around to all the people in the town that have run out or don’t have any Fanta and cheers them up, as the boy is seen twice in the advert both times giving someone a bottle of  Fanta when they are bored.

The Mise-En-Scene is very colourful and bright/happy colours and there is not a single dull/dark colour in the advert to show that life is fun with Fanta and it kind of suggests that there is never a dull moment when you have a bottle of Fanta in your hand. The main colours that are used in the advert are orange and yellow, even the buildings are orange, this is because the colour of the drink is yellow and in the advert it looks like they are living in a ‘Fanta world’. The clothes that the characters are wearing are very trendy and high street fashion and clothes that teenagers would wear which shows that they are targeting teenagers.

The way that the advert is edited together is clever because it is kind of like a continued shot going past all the people on the street then ending up at the basket ball court where they run out of Fanta. It is cut to the beat of the song i.e. they bounce on a beat which is good as it then makes the whole advert flow nicely, it also helps to keep the viewers entertained as it doesn’t look messy and they like the beat of the song so they will stay interested, and as it is quite a fast beat it moves the advert along quite fast which stops the viewers from getting bored. There is no talking in the advert to show what they are advertising instead there are a couple of close ups of the bottle and the bottle is in most shots which makes it clear that it is advertising Fanta.

Every time the characters land a bounce in the advert bubbles appear which indicates that the drink is fizzy and in a way it implies that when you drink it you will feel upbeat and ‘bubbly’ and free like a bubble. The slogan ‘more Fanta, less serious’ implies that the more you drink the more fun you have and you forget about your worries and let loose and it is all because you are drinking Fanta and are a little bit hyper because of it.

The technique that is used in this advert is Transfer, in the fact that it makes the viewers think that when they drink a bottle of Fanta then they will become happier in themselves and become less serious and for a moment not worry about anything and just enjoy themselves which is a good selling point as everyone wants to just chill out with their friends and have fun and this is shown in the advert.

Overall I think that this is a successful advert, even though it is a cartoon advert the target audience can still relate to the characters as they are of similar age. It has a very catchy song with a good beat which the audience will associate with the product. The advert is very fun, upbeat and colourful and is memorable. 

Primary Research 2

Fizzy Drink Questionnaire

1.       Do you prefer to drink out of a bottle or a can?

Bottle:  /////

Can:  ///

2.       Which name do think is better for a Fizzy drink?

Tizzy:   /

Bazume:  /

One:  ///

Switch:  //

2Shay:  /

Authentic:

3.       Should the song in the advert be from the charts, a un-heard-of band/artist?

Chart music:  /////

Un-heard-of band/artist:  ///

4.       Should the drink be shown at the end of the advert or throughout?

End:  ///

Throughout:  /////

5.       Which advert sounds better?

Dull day, everyone depressed, group of friends go to a store and buy ‘drink’, then suddenly it is bright and sunny and everyone is cheerful again:  ///

A group of friends are all hanging out listening to music and drinking the drink, the music stops at the same time they run out of their drinks. Music starts again at the same time they open another bottle:  /////

Focus Group

1.       What do you think of the name for a new fizzy drink? (One)

A. The name is sophisticated and doesn’t feel like a little children’s drink, it targets the audience well as they would feel more grown up. I think that the name stands out from all the others that are available now, it is bold and striking and interesting.

B. I think that having a number for a name of a fizzy drink is good as it is different. Also to me you can see the bottle as it is kind of in the shape of a one which would look cool.

2.       What do you think of the idea for my advert?

A.I think that it is good as I think that an advert should be fun and cheerful throughout and I think that the idea of having the fun stop when the drink stops will show that the drink is what makes it things fun and with a good catchy song, the drink and the advert will be memorable.

B. I think that by the sound of it, it will be a good, fun, upbeat advert and it will be clear that it is advertising a drink as you will see the drinks bottle from start to finish.

3.       Would the advert make you want to buy the drink if so why?

A. If the advert is fun and upbeat and entertaining then I would defiantly want to buy it and see if it as good as it is shown to be in the advert.

B. I would go to the shop to buy a bottle because from the sounds of it the advert will make it look great and shows people having fun which is a good thing.

4.       Do you think it is a good idea to have a chart song in the advert?

A. I think that it would be good because it is current and teenagers listen to the charts a lot so therefore they will recognise it and enjoy the advert more and maybe sing along.

B. As long as there is a catchy beat and is current then I think it will be a good advert as teenagers will enjoy it and will then want to go to the shop and buy a bottle themselves and when they do they might even sing the song that is featured on the advert.

5.       Do you think that overall it would appeal to the target audience? (Teenagers)

A. I think that it would as the song will be one from the charts, so you know that it is popular and well known so that will defiantly appeal to them.

B. Yes I think it will as they characters in the advert will be dressed like teenagers and act like teenagers do so they would be able to relate to them plus no teenager will want to buy a drink that an old granny was seen drinking in the advert.

Developing Advert Campaign & Planning For Pitch

Proposal

Synopsis

My target audience is teenage girls from 14 – 18 of middle class, who are still in education and are surrounded by friends and are in with the popular crowd. This will make it easier for the audience to relate to them, and also they will want to be like them.

For my advert I thought that I would have a group of girls all hanging out together at some ones house having a good time. Getting ready to go into town to meet some friends, and they are listening to some music from the charts which will then be the music that will be played throughout the advert. You will then see the characters get on the bus and head into town, still chatting away and laughing, and then it will come to the point where they have all run out of the drink and the music stops and they don’t really know what to say to each other because they have said it all already so it will be a bit awkward there. Until one of the friends gets out another bottle of ‘One’ and as soon as the bottle opens you hear the fizz from the drink and the music starts again and so does the laughter, which shows that everything is fun when you have a bottle of ‘One’ in your hand. Then I thought that you could see the girls in the advert getting off the bus in town and walking through town still having a good time, still with a bottle of ‘One’ in their hands.

Treatment

In my advert the editing would be very fast pace to be able to include lots of variety of shots and to keep the advert at a good pace and to keep it interesting, so the audience aren’t bored with the same shots over and over again. The lighting throughout my advert would be quite bright to show that it isn’t a dull and boring advert, and that it is a fun, energetic, fast pace advert that is advertising something that will want to buy. I was thinking that my slogan will be something like ‘ONE drink, any ONE moment’ because it reflects the name of the drink as being ‘One’ and it implies that at any moment you can always drink ‘One’ and be cheerful. All the colours in the advert i.e. the colours of the clothes that the characters will be wearing, will also be cheerful and ‘happy’ colours that reflect the action happening throughout because if it is a fun advert that will persuade people to buy your product. The logo itself will also be bright and colourful, it will be quite a striking logo as if to say this is the one that you should buy, and it will stand out on the shelves in the store and will be different to the others which will then make the buyer try this product.

Scene 1: Getting ready

My first scene is set in a bedroom where a group of friends (girls) are all getting ready to go into town, so they are doing their makeup and getting their bags ready etc. I had the idea that I would have a bottle of ‘One’ next to an iPod docking station in the foreground and you can see a group of friends in the background a bit blurred. Then to have one of the girls walk up to the foreground and press play on the docking station, then when she walks off to join her friends, she and her friends then come into to focus and the iPod and the drinks bottle are then out of focus. Then cut to a shot of all the girls dancing around whilst at the same time getting ready to go into town, you can see them all laughing and having a good time, they each have their own bottle of ‘One’ and randomly throughout the shot they take sips from their drink to show that that is what the advert is advertising.

Scene 2: Bus sequence

My second scene is set on the bus on the way into town, I will show them getting on the bus and the camera will follow them as if it is another person. The girls will go to the back of the bus and they will carry on laughing and chatting. This is where the music will stop and so will the chatting and it will be the sort of awkward silence until one of the girls will get out a bottle of ‘One’ and there will be close up of the top of the bottle where she twist open the bottle and you hear it fizz which shows that it is a fizzy drink, as soon as this happens the music will start back up again and the girls will carry on laughing and chatting as if to say it is because without this drink we wouldn’t be having such a good time. I will also film the girls getting off the bus as they have arrived in town, again the camera will follow them off the bus so that the audience will feel like part of the group and as if they are actually there.

Scene 3: Meeting their other friends

My third scene is set in the town centre where you follow the girls round whilst they are walking to meet their other friends. All of the girls are still enjoying themselves and throughout the scene they all randomly take sips from their drinks. They will all be walking in a line through town and when they meet up with their friends they just join on the line and they carry on walking one of the girls passes the drink to one of their friends that just joined them and she takes a sip and every one laughs and carries on walking.

Scene 4: Slogan

The final scene will just be a few seconds close up on the bottle showing the product and the slogan next to it. I was thinking that there would be a freeze frame of all of the girls at the end walking towards the camera and for the only thing that is in focus would be the bottle that one of the girls is holding and for the colours of the bottle to be extra bright in order for it to stand out more, with the slogan appearing next to it on top of the freeze frame.