Advertisements

Making an Advert
Allow 16-18 hours for this module

Welcome to the Year 9 Media Arts TV advertising module! In this class, you will delve into the world of TV advertising and learn about the techniques and strategies used to make an ad for a product.  

Mise-en-scène is a French term that translates to "putting into the scene" or "placing on stage." In the context of film, television, and video production, mise-en-scène refers to the arrangement and choreography of all the visual elements within a scene or frame. It encompasses the following components:

1. Setting/Scenery: This includes the physical location, sets, props, and overall environment in which the action takes place.

2. Lighting: The quality, direction, and sources of lighting used to illuminate the scene and create specific moods or atmospheres.

3. Costumes/Makeup: The clothing, hairstyles, and makeup worn by the actors or characters, which can convey information about their personalities, social status, or the time period.

4. Actor Positioning/Movement: The physical placement, blocking, and movement of the actors within the frame, including their poses, gestures, and facial expressions.

5. Framing: The choice of camera angles, shot sizes (close-up, medium, wide, etc.), and composition within the frame, which can direct the viewer's attention and convey meaning.
   
   

Mise-en-scène is a crucial element of visual storytelling, as it allows directors and cinematographers to control and manipulate the visual aspects of a scene to evoke specific emotions, convey symbolism, or establish a particular tone or atmosphere. Effective mise-en-scène can enhance the narrative, reveal character traits, or create subtext and deeper layers of meaning beyond just the dialogue or plot.

In the context of this assessment criteria, your production will be evaluated on the demonstration of understanding and deliberate use of mise-en-scène elements to create meaning, convey a specific mood or atmosphere, and effectively communicate the intended message or advertisement to the target audience.

The following breakdown will be used in consideration of Mise-en-scène.

1. Use of Media Codes and Conventions to Create Meaning:

   • Appropriate use of camera angles, shots, and movements

   • Effective use of lighting, colour, and visual styles

   • Proper application of editing techniques (cuts, transitions, pacing)

   • Meaningful use of sound (dialogue, music, sound effects)

   • Incorporation of relevant symbols, icons, or motifs

2. Use of Appropriate Advertising Conventions:

   • Attention-grabbing opening (hook, slogan, unique selling proposition)

   • Clear product demonstration or features highlighted

   • Persuasive techniques (emotional appeals, storytelling, humor, etc.)

   • Call-to-action or compelling reason to buy/use the product

   • Appropriate length and structure (e.g., 30-second commercial format)

3. Specific Audience Appeal:

   • Understanding and accurately representing the target audience

   • Use of language, humour, or references relevant to the audience

   • Addressing the audience's needs, interests, or concerns

   • Effective persuasion tactics tailored to the audience

4. Production Values:

   • Overall quality of video and audio production

   • Proficient use of equipment and software

   • Attention to detail in set design, props, and visual elements

   • Acting/performance quality (if applicable)

   • Creativity and originality in concept and execution

See the ads on this page and think about how they use media codes and conventions, stick to advertising conventions and how they appeal to their specific audience.  Also think about the production values.

TASKS: Each group will be assessed on their planning, and the creation of a 30 second advertisement which promotes their assigned product to their assigned target audience.  Products and audiences will be drawn from a hat, so this will add another layer of challenge.

You will need to have a deep understanding of the product itself, including its features, benefits, target market, and competition. Some of the key pieces of information that would be helpful to know in order to create an effective ad include:

1. Product features: What are the physical and functional characteristics of the product? What does it do and how does it work?

2. Product benefits: How does the product improve the customer's life? What problem does it solve?

3. Target market: Who is the product intended for? What are their demographics, psychographics, and behaviours?

4. Unique selling point: What sets the product apart from competitors? What makes it unique?

5. Competitor analysis: Who are the main competitors in the market? What are their strengths and weaknesses?

6. Brand image: What is the brand image and personality, and how it should be reflected in the ad?

7. Brand positioning: How the product is positioned in the market and how it should be positioned in the ad?

8. Brand objective: What are the goals for the product or brand and how the ad should be aligned with them.

9. Resources: what resources to you have available to make your advert?

Having this information will help you to create an ad that effectively communicates the product's value to the target audience, differentiates it from competitors, and aligns with the brand's overall objectives.

Planning

Now that you know your product, your audience, and the restrictions and resources available, it's time to start planning your advert. 

Think about Mise-en-scène, colour, lighting, music, voice-over, words on screen, camera framing and movement (or not), editing style etc.  How can these things be used to help make your advert coherent and persuasive?

ASSESSMENT: You will be allocated a product and a target audience from the list below, then brainstorm and discuss the 9 points above.  Once you have completed this, you will need to COMPLETE THIS QUIZ before moving on to the next stage.

Production

You will have until Week 9 to complete your advert.  Shooting should be wrapped as soon as possible, so you have plenty of time for reshoots or contingencies, and so you can enhance your production with the best possible graphics and sound mix to help sell your product.