M2 - Justify design choices for your adverts

                   M2 Effervescent Justifications

Effervescent magazine advertisement

The client brief has asked me to create a magazine advert for the multimedia advertising campaign. I have created a visualisation diagram to show what the final static magazine advertisement is intended to look like. I have used the colours orange and yellow. The orange represents sunrise, this relates to the purpose of my drink because my target audience is supposed to drink effervescent in the morning to feel happy and healthy for the rest of the day. The colour yellow represents the banana flavour of the drink and happiness, I want the effervescent brand and drink to be associated with happy feelings and this will influence the audience to buy the drink. I have drawn the can on the left of the screen to give room for the cross-media advertising campaign message and to show the beach scene. I am also going to target social grades C1-E. I am targeting these groups because I want my Effervescent drink to make them feel happy throughout the day. They can drink the Effervescent drink on their break, more manual workers would like my drink because they would need to drink more liquids. Professionals would use the Effervescent drink to relax. In my advertisements, I will use a friendly indirect mode of address to reach a broad target audience and to make my drink seem relaxing instead of in the audience's face.

The magazine advert is of the Effervescent can with a beach background and a phone taking a picture of it. I used a beach background because many of us associate beaches with holidays; calm and happy vibes so the target audience will relate effervescent with those happy and relaxing vibes. The colours are very aesthetic with calm blues, yellows, and whites. 

The phone border design is neon orange and neon yellow; this creates consistency with the house style. Bubbles are in the phone border to show how fizzy the Effervescent drink is with green banana tree leaves to tell the audience the drink is banana flavoured. A smiley face displaces the camera button to further convey the happy feelings that the audience will feel after drinking the Effervescent healthy fizzy banana flavoured canned drink. The campaign message for the cross-media advertising campaign is “For a happy, healthy and Instagrammable morning!” so I have used the phone border and made it look like someone is taking a picture of the canned drink and the beach to relate to this campaign message. I have used camera focus around the beach and canned drink to make it look like someone is taking a picture to put it on Instagram.

I have successfully reached the target audience of 16-25, males and females of all ethnic backgrounds. The campaign message “For a happy, healthy and Instagrammable morning!” relates to them as teenagers and young adults use social media regularly and Instagram is most likely the most used social media in this age group. In addition, people this age would be digital natives, they have grown up with technology and they like to take pictures of their food to show it off to their friends and followers. I think Effervescent could be a trend too in this respect. This relates to males and females because I have used colours and images that appeal to both. Furthermore, all ethnic minorities can also relate to this magazine advertisement because nearly everyone likes beaches and there isn’t anything that wouldn’t appeal to ethnic minorities either.

Because this is a magazine advertisement, the sizing/specification for this advert needs to be A4 since magazines are usually A4, 210 x 297 mm. I want this print advertisement to be in healthy eating magazines and celebrity magazines as the drink is healthy and the target audience will be interested in celebrities.

Because this is a magazine advert, I will have to follow legal rules put in place by IPSO and ASA. IPSO (Independent Press Standards Authority) regulates newspapers, magazines, graphic novels and comic books to make sure they follow the Editor’s Code. The ASA (Advertising Standards Authority) regulates adverts to make sure they are appropriate, and they haven’t made any false or misleading comments. I must follow the laws put in place by these media regulators otherwise I could get fined, or my adverts could be taken down, this goes for all media regulators.

There are also other laws I must follow for all of the adverts: Copyright and libel.

Copyright is a law that protects an artist’s work (image, video, movie, text, painting….)  and prevents it from being used without their permission. For my adverts I will have to ask the owner of the asset if I can use it. Alternatively, I could use creative commons images or royalty free images. Otherwise, I could be fined or the copyright owner could ask me to pay for the asset or take the advertisement down. Libel is a false written published statement that is damaging to a person’s reputation. If my advert was libel, there would be controversy around this and it would be taken down and legal action could possibly be taken.

In addition, I also must think of the ethical issues, I don’t want to cause offence with my Effervescent drink advertisements. These include: Disturbing imagery, body image, bad language, racism and sexism. Therefore, I want to make my advertisement as friendly as possible by not including any of these, otherwise I could create a bad reputation or controversy and these Effervescent healthy fizzy drinks and the adverts could be taken down.

Web banner/billboard advertisement

Here you can see what the web banner advertisement is intended to look like, the client brief has asked me to create a plan for a billboard advert but create the web banner advert.

Again, I have tried to stick to the orange, yellow and green colour scheme and the Chewy font because this is my house style. I have also tried to make a technology border consistent; this is a tablet one. Therefore, this creates consistency for the Effervescent healthy fizzy banana flavoured fizzy drink advertising campaign. The campaign message “For a happy, healthy and Instagrammable morning” is consistent and this is also an easy phrase to remember because I am using a list of three.

This time, the advert looks as if someone is taking a photo of their breakfast. You can see pancakes, eggs, blueberries, strawberries and more. I think this works perfectly with the campaign message because they are taking a picture of the Effervescent drink and the breakfast to put on social media. This breakfast is relatively healthy and the leaves on the left also give the message that Effervescent is a healthy drink.

The target audience would like the photo aspect of the campaign and they would like how the Effervescent drink would fit into their food photos. The same reasons for the magazine advert also apply to this web banner advert.

Again, I must consider copyright, libel, ethical issues and laws put in place by the ASA regulatory body.

I want to use a large rectangle web banner which is 336 x 280 pixels. I want this web banner to be shown on healthy eating websites and sites that talk about getting more likes or followers on social media. The Effervescent drink is healthy and the advertising campaign is based around getting more likes on social media. I also want the web banner to be on celebrity websites because this is what my target audience will be interested in. 

Storyboard

 Here you can see the storyboard I have created to show the sequence of moving images in chronological order for the Effervescent TV advertisement. In the TV advert, the woman wakes up in the morning, makes a cup of tea and drinks it, eats a vitamin and looks sad. She takes a few photos of them using her phone. She posts the pictures onto Instagram and she only gets a few likes, she feels down and upset for the rest of the day. The next morning she wakes up and gets the can of the Effervescent healthy fizzy banana flavoured canned drink from the fridge. She drinks it and feels happy. She takes a photo using her phone again of the Effervescent can and then she posts it on Instagram. The woman gets lots of likes and comments on how amazing the drink is and how cool the can looks, she then looks happy for the rest of the day. A camera pans to the right and text on the screen says “Effervescent banana flavour, healthy natural ingredients for a happy, healthy and Instagrammable morning”.

I will film the advertisement with a tripod and camera, adding a few voiceovers and sound effects in editing. I also want to try and incorporate the orange, yellow and green colour scheme by using orange and yellow lighting in editing when the character is happy and by possibly adding graphics in the advert like a leaf border at the end.

The advertisement takes place in the morning at the character’s home in the kitchen. I chose to have this TV advertisement take place in the morning because the purpose of the Effervescent drink is to drink it in the morning so you feel happy, healthy and optimistic for the day ahead. Therefore, it makes sense for the setting to be in someone’s home, the can would be in the kitchen too because this is where we eat and drink. I chose to have the character drinking tea and eating vitamins to show how the Effervescent drink is healthy, this drink can replace the tea and vitamins and it is less hassle in the morning. I also made the decision to have the character taking photos of their morning drinks and posting it to Instagram, this relates to the campaign message “For a happy, healthy and Instagrammable morning” and this also relates to the magazine and web banner adverts where we see the camera’s view. The decision to have very few likes for the tea and vitamins is to show how great the Effervescent canned drink is in comparison. The Effervescent drink gets lots of likes and positive comments to show that the drink is trendy and popular. Again, the social media aspect relates to the target audience and this advert is relatable to everyone in the target audience.

I have used different camera shots, angles and movements for the TV advertisement. I have used extreme close ups of the Effervescent canned drink with a boom up and down/pedestal (the camera moves to show the can). I have used medium shots and shoulder level angles to show the person with the cup of tea and the Effervescent drink. This shows the reaction of the person and you can also see the drink. A zoom in and out of the Effervescent can has been used to show the can and keep in sync with the music. I have used an overhead angled photo for the Instagram post of the tea and I have have also used a pan to the right for the end of the advertisement. I did this to show off the canned drink and put more text next to it.

 I am going to use POV, medium and close up camera shots. The POV shots show how the character is taking pictures of their food for social media and how they see the world (the Effervescent drink will glow when they open the fridge on a POV camera shot to show how the drink is a life saver for them and how they can Instagram it). The medium camera shots show how the character reacts to the drink and this shows the target audience how happy they can be. The close up camera shots of the canned drink with the pan to the right showcase the drink. I have also used a screen recording of my own Instagram and how the Effervescent drink gets more likes compared to the boring tea or coffee.

 

  I am not going to use foley sounds, I will use sounds from the video such as the fridge opening or the can hitting the table sound. I will however use a voiceover to ingrain the name of the Effervescent brand in my audience's minds to create brand identity. In my editing, I will also use editing techniques such as making the first half of my advertisement black and white to show how boring and unhappy the person is. The video will turn bright and colourful the next morning when they switch their mundane coffee/tea and breakfast for the Effervescent drink. This will how how happy the drink makes them. The Effervescent drink will be glowing and bright when the character opens the fridge to show how the Effervescent drink solves their boring life problem. I will use happy background music and edit the scenes to the beat of the song to show how happy the drink makes you.