Term Schedule

Production Schedule & Call Sheet

Risk Assessment

Location Plans

Location: Director's House
To be used for interior shots, from above and side only - framing only shows table, stationary, props and hands of students (no arrangement of the room itself is required past health and safety precautions and lighting set ups).

Loose idea of framing for birds eye medium and close up shots

Loose idea of framing for close up side-view shots

Strengths

• Easy access to food, water, toilet facilities, and leisure areas during breaks.
• No travel for primary crew and equipment, and minimal travel for cast and additional crew.
• No extra cost for use of facilities and refreshments.
• Familiarity and comfort for cast, leading to more natural performances.
• More accurate risk assessments from awareness of location.
• Advanced awareness of local area and emergency numbers, facilities etc.

Limitations

• Less-easily controlled lighting and lack of specialised equipment.
• Potential distractions around shooting area for cast and crew.
• Potential cluttering of small area in cramped room (e.g. with food, numerous cast, equipment, props etc).
• Potentially a less professional look in final footage from non-professional facilities.

Room in use on the shoot:

CAP Ruling

Broadcast advertisements have to meet the Advertising Codes and Standards of CAP in order to be televised. These include restrictions on the portrayal of products, to the times they can be screened, to the representation of individuals, to the audience they will be reaching. For my adverts to be successful, it must comply with these codes to ensure it is suitable for television advertising.

1.3 - Advertisements must comply with the law and broadcasters must make that a condition of acceptance.

By adhering to the codes and standards of practice in place from CAP in my advert I will be complying with the law, and will therefore be able to find acceptance from broadcasters to screen my advertisements.

3.4 - Obvious exaggerations ("puffery") and claims that the average consumer who sees the advertisement is unlikely to take literally are allowed provided they do not materially mislead.

It could be seen that the creations of individuals (e.g. drawings, formulas etc) shown in my adverts could be exaggerations of what the average consumer could achieve, however these are not over-the-top exaggerations and are unlikely to be taken as 'puffery' since the individuals using the products in my adverts are actual students.

3.12 - Advertisements must not mislead by exaggerating the capability or performance or a product or service.

My adverts will not exaggerate the capability or performance of the product in their demonstration as I will be using the actual products themselves (and therefore showing a truthful example of their performance). Furthermore, my adverts focus more on what can be created by individuals using the products (e.g. drawings, formulas etc); consequently these aspects of my adverts may be slightly exaggerated from what the average consumer may be able to produce, however are dependant on the individual skill of the person, not the product.

3.28 - Broadcasters must be satisfied that advertisers have made a reasonable estimate of demand.

Throughout my research I have supported and justified my choice of product and broadcasters based on both primary and secondary research, and can therefore confidently produce a reasonable estimate for the demand of my product. For example, from my research I can say thats, since 75% of my questionnaire feedback stated that 16-24 year olds would buy stationary when they need to replace it, there is confirmation that the demand for stationary products exists.

3.36 - Advertisements must not create confusion between the advertiser and its competitors or between the advertiser's product or service, trade mark, trade name, or other distinguishing mark and that of a competitor.

Part of my justification for choosing Paperchase as my brand was due to its distinguishable and unique branding identity and style: I will not create confusion between my brand and other competitors in my adverts as Paperchase stands out from other stationary retailers in the industry.

3.42 - Advertisements must not discredit or denigrate another product, advertiser or advertisement of a trade mark, trade name or other distinguishing mark.

Though I have researched into other brand competitors such as Ryman or WHSmith, I will not be using my findings to strengthen claims made in my adverts, so therefore will not come into difficulty with discrediting or denigrating other stationary retailers.

4.1 - Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18.

As my target audience is aged 16-24 this is a relevant code for my adverts, however due to the lighthearted and simple demonstration of stationary products which will take up the entirety of my adverts, I will not feature anything that could cause physical, mental, moral or social harm.

6.1 - Television only - With limited exceptions, living persons must not be featured, caricatured or referred to in advertisements with their permission.

I am not using professional actors in my advertisements, however all the students that will be featured have given their permission and enthusiasm to be filmed. Furthermore, I plan to only show the hands and lower arms of the students, and therefore will not be portraying them in inappropriate or uncomfortable ways that the students may object to.

Storyboards

'The Studious' 30 Second Television Advert

'The Creative' 30 Second Television Advert

Synopsis

To advertise Paperchase I have decided to create two 30 second adverts that fit together in a series that demonstrate the ways in which Paperchase stationary can be used both recreationally and educationally by students. The representation in my adverts will focus on females aged between 16-24, with diversity in ethnicity and personality in order to put emphasis on the accessible and desirable nature of the products.

A series of bird's eye close ups with jump cuts will be used to feature items from the 'Write as Rain' (formerly 'Right as Rain') collection in the center of the frame, with different students' hands appearing from the bottom edge and interacting with the stationary, therefore conforming to the 'Plain Folk' form of advert. For example, one student will use the exercise book to take notes, while another will pull up a photograph on their phone and then use the scrapbook to start drawing. The former example demonstrates how I will also incorporate recreational cues in the mise-en-scene of the advert to enforce the idea that Paperchase is not just for student studying, but also for everyday recreational uses. The main persuasive technique for the adverts are the individuality of the products themselves, as I deliberately chose the Paperchase brand as it has such strong products that appeal to my demographic to begin with.

The first of these adverts is titled 'The Creative' and focuses on students who study creative subjects, for example art, music or film. The second is titled 'The Studious' and explores the more academic portion of the audience. I wanted to split these campaigns into two different adverts in order to reinforce Paperchase's brand identity of creativity and organisation, but also show that a wide range of personalities can also enjoy the stationary products the company offers.

My goal with these adverts is to demonstrate the product without the need of voiceover or text to engage with the audience and show why the Paperchase brand can make everyday studying fun and new, and also extend into recreational activities.

I was also influenced by several factors that surfaced in my primary research. For example, my focus group noted on existing adverts that simplicity and focus on a central object was effective in engaging with the audience visually, but after a while became very obviously sparse. I, therefore, plan to fill the negative space around the central item of stationary with items related to the recreation being shown (e.g. for my art student I will have coloured pencils and paintbrushes). I will also clearly and concisely demonstrate my product, with emphasis on diversity in the colour of hands interacting with the products, and the activities we are shown, as opposed to focusing on the same thing for too long, as this was something commented on by my focus group. Finally, I plan to use gentle humour in advert as 67% of responses on my questionnaire said they were engaged by humorous adverts. I hope to use this in relatable situations such as accidentally writing the wrong year at the top of an essay, or repeatedly misspelling a word by accident. Diegetic sound will be important in these instances to communicate the light humour.

Paperchase Advertising Pitch

 

 

 

 

Pitch Bibliography

Slide 2
Quote:
Paperchase, [date unknown], website post
avaliable at: www.paperchase.co.uk/about-us/
date accessed: 02/03/2016

Slide 3
Products:
Paperchase, [date unknown], website post
avaliable at: www.paperchase.co.uk/new-autumn/madame-romantica
www.paperchase.co.uk/new-autumn/hello-sweetie
www.paperchase.co.uk/new-autumn/serengeti
date accessed: 02/03/2016

Slide 5
Products:
Paperchase, [date unknown], website post
avaliable at: www.paperchase.co.uk/catalogsearch/result/?q=raindrops
date accessed: 02/03/2016

Slide 6
Quotes:
WHSmith, [date unknown], website post
avaliable at: www.whsmith.co.uk/fcp/content/Help-AboutUs-AboutWHSmith/content
date accessed: 02/03/2016

Rymans, [date unknown], website post
avaliable at: http://www.ryman.co.uk/about-us
date accessed: 02/03/2016

Slide 7
Video:
Apple via YouTube, [09/09/2015], website post
avaliable at: www.youtube.com/watch?v=aBYWGjIzvyw
date accessed: 10/03/2016

Slide 8
Video:
Samsung via YouTube, [10/09/2015], website post
avaliable at: www.youtube.com/watch?v=tgmhi0Vi9oo
date accessed: 10/03/2016
 
Slide 10
Quote:
4 Sales, [date unknown], website post
avaliable at: www.4sales.com/platforms/e4/
date accessed: 06/03/2016

Statistics:
BARB, [w/e 21/02/2016], website post
avaliable at: www.barb.co.uk/viewing-data/weekly-top-10/
date accessed: 24/02/2016

Rates:
Writer, [date unknown], website post
avaliable at: www.televisioncampaign.co.uk/tvchannels/e4.aspx
date accessed: 07/03/2016
Slide 11
Quote:
ITV, [date unknown], website post
avaliable at: www.itvmedia.co.uk/channels/itv
date accessed: 06/03/2016

Statistics:
Writer, [w/e 28/02/2016], website post
avaliable at: www.barb.co.uk/viewing-data/weekly-top-10/
date accessed: 26/02/2016

Rates:
ITV, [--/--/2016], website post
avaliable at: www.itvmedia.co.uk/files/2514/5675/1084/ITV_Spot_Costs_-_2016.pdf
date accessed: 07/03/2016

Initial Questionnaire & Focus Group

All the following graphs were compiled from data received through this survey from 20 16-24 year old students; as well as a focus group of 8 female 16-20 students that identity with the brand identity my target audience is suited to. The results influenced many of my decisions, as explored in my pitch.

1. How often do you buy these everyday products?

2. Who are you most likely to buy these everyday products from?

3. What everyday products would you invest extra money in for better quality?

4. What television channels do you use to watch live television?

5. What kinds of television adverts catch your attention?

6.
-

7. When you do watch television live, what do you watch and why?

Focus group on exiting adverts: