Lighting & Colour

Planning: Lighting & Colour

What is lighting & colour and why is it important?

The lighting in advertisements is used to convey the character representation and emphasise the mood and atmosphere of an advert. The lighting is used to communicate a deeper meaning for the audience. The colour is the contrast that we see as an audience and notice the most. It has a similar effect as lighting where colour triggers a message for the audience that they can interpret. The lighting & colour both contribute to the overall effect on the audience and can enforce the narrative of it. It can have a lasting effect on the audience and they combine effectively. The different colours that the audience see, they subconsciously interpret the meaning of which allows them to break down the advert and respond to the brand product or service. The colour can be specifically used to connote something to the audience. For instance, the colour red can connote to love or danger and will make sense with the advert. Together with the lighting, it will contribute to heighten the audience's mood. 

There are two aspects of lighting that include:

Angles - this is the positioning of the lighting

Type - this is the way the lighting is utilised such as through darkness or light.

In my TV Adverts, I plan to use a variety of lighting & colour that will appeal to my target audience and suit the brand product. It will be used to present the brand product in the way I want it to and how the audience expect it to. 

Advert 1:

The main form of lighting that I will use will be natural lighting. This will not involve extra equipment to produce another form of lighting. I will use natural lighting as it suits the realistic form of the advert and meets the conventions of it. Through natural lighting, the audience will gain the sense of a realistic narrative that they can trust in. This will allow my football boots to stand out so that my target audience can relate to it. It will seem that the main character is a real player who is benefitting from the football boots which will inspire the audience to do the same. Natural lighting gives the impression that a real game is being played and they are following a real story of an upcoming star. 

The green colour of the Astroturf will stand out to my audience the most and this is highly conventional. Wherever football is concerned, the green colour of the grass always stands out and this grabs the target audience's attention who will be football fans. Through their psychographics, I know that the green colour will stand out and appeal to them because of their interest in football. The natural lighting combined with the green colour will blend will together to create an overall realistic feeling so that my target audience can focus on the football boots. There will also be a variety of other colours that stand out on other players' clothes. The blue bib and purple boots will be key colours that the audience will also notice and use to identify the advert. As football boots are produced in many colours, the purple colour will be conventional and will further appeal to my target audience. 

Advert 2:

For my second advert, I plan to use natural lighting once again. This is because it is the most suitable form of lighting for a realistic advert. As well as this, the second advert will convey a 'street' vibe that relates to football and natural lighting will emphasise this the most. The location will be at a football cage which attracts audiences who can relate to similar environments. Through this, I wanted to deploy a realistic feeling with the location and the natural lighting enforces this. It allows my target audience to relate with the narrative and the familiar surroundings with no added lighting that would be unrealistic. It also enables my target audience to relate to the narrative and see themselves in my main character's position. As a result, this motivates and inspires them to purchase the football boots and go and play in a similar location.

To add to this, there is a grey colour attached to the location due to nature of the football cage. It is on concrete rather than grass, thus the grey colour stands out to the audience. This is especially significant and effective because it contributes to the realistic feeling of 'street' football. It allows my audience to further relate with the advert and it injects a simplicity with my football boots. Due to this, my target audience will feel more attached to the brand product and will be encouraged to purchase a product that would fit into their lives. 

TV Sponsorship: 

As my TV Sponsorship will follow on from the second advert, it will feature around the same location and will enforce all the same aspects of the second TV advert. As a result, it will possess the same lighting & colour. However, a graffiti wall will stand out along with the different colours in the TV Sponsorship. These colours on the wall will further emphasise the 'street' feeling that is implemented to target the audience on a more personal level. 

Conclusion:

Overall, the lighting & colour that will be utilised in my advertisements will contribute to the realistic form. It will be effective as it will allow my target audience to relate to the advert and focus on the football boots. The natural lighting and realistic colours will allow the football boots to stand out so that they appeal to the audience. As I will use natural lighting, there will be no angles required because it will be the light that is already there at disposal. The lighting & colour will ultimately meet the conventions of a realistic advert and contribute to its success. 

Editing Schedule

Editing involves the technique that helps to gather and assemble all the different shots in a production. This helps to present it in a coherent sequence that the audience can easily follow. It allows for the different shot to flow with each other and heightens the audience's mood through the narrative. Combined with other micro-elements, editing contributes to the product's overall effect as it makes everything other aspect work well. 

There are several editing techniques that I plan to include in my TV Adverts and Sponsorship and some of those include:

Fade to colour: This will allow the audience to gain an insight to the brand slogan in which will appear over the colour (white). It will keep the audience hooked and make them aware of the brand product. It will also stand out to the audience and will be memorable for them. I will use this editing technique as soon as my main character appears to be scoring with his new boots. The fade to colour will leave a cliffhanger and the slogan will let the audience decide wether he scores or not. This editing technique will also allow me to add further textures. I will try to use this editing technique in my first advert or TV sponsorship. 

Cuts: This editing technique will be a recurring theme throughout my production. This is because, to exhibit a high intensity game, cuts are the most effective technique to do this. I will show my main character scoring many different goals which will be emphasised through fast paced cuts. 

For the editing stage, I will use an editing software programme called 'Final Cut Pro X' that I can access on my school computers. Alongside the director of editing, I will aim to efficiently assemble all the different shots in a sequence. I will be observing the editor and also giving my own ideas towards the final productions. 

I have constructed an editing schedule that I will follow with my editor in order to complete the production in a timely manner. It will allow us to be efficient in our work and aware of the task at hand:

 

To conclude, the editing schedule will benefit me towards the completion of my production as I know have a clear programme that I can follow. The different editing requirements have listed all the different tasks that must be complete to ensure a successful final product. 

Equipment List

In order to complete my production to a high standard, I had to acquire a variety of different equipments that will be used in the filming process. I have had to purchase and use them for my production schedule, in order to produce a high quality TV advert, Sponsorship and Radio advert. For instance, the Tascam Zoom Recorder is essential for me to gather the best quality sound for my voiceovers as well as the actual footage. My equipment list can be seen: 

All of my crew has signed the equipment list to become aware of the different equipment that will be used. It will also make them responsible for any damage and present to them what they will be working with. The equipment list is also beneficial to me as I can keep track of everything that I have purchased in case of missing equipment.

Shot List

Planning - Shot List

To ensure that the production stage of filming follows a specific process I had to construct a shot list. This helped to identify the different camera shots, movements and angles that I will be including in my TV adverts and sponsorship. I was able to prepare myself through the shot list and have a clear vision of what the final product should look like. I will use the shot list to guide me through the different shots that will make my production successful. 

I have presented a shot list that follows my storyboard and contains shots of the key scenes that I want to present:

Shot list for Advert 1:

Shot list for Advert 2:

Shot list for TV Sponsorship:

In conclusion, this shot list has been highly beneficial to me as I know have an outline of what I can expect from the final stages of production. I know the shot sizes, the location and the transitions required between shots. I also know exactly what what costume/props are needed and this will be very helpful for the editor as well. 

Locations

Planning: Locations 

The locations that I have chosen for my advertisements will help me to make it conventional. The location is an important factor to consider for the advertisements because the audience will notice it and respond to it. While creating my storyboard I have chosen my locations that will be used. Due to my advertisements promoting football boots, the theme is football related thus I had to choose locations that are conventional with football. I used two different locations for both of my adverts, but both are areas where football is played. The first location is an an AstroTurf whereas the second location is at a football cage. I wanted the first location to give off a professional feeling as it is a proper field where football players play. The second location gives off a 'street' vibes and allows audiences who play in such locations to relate to the advert. Through my questionnaire, I was able to find out where my audience would prefer the locations to be. I asked them whether they "would be more interested to the football boots if they were promoted on a football pitch?" Everyone responded with 'yes' which showed me that the AstroTurf was a location that I have to use in order to meet the expectations of the audience. For my second advert, I decided to give them a different type of 'football pitch' which challenged their expectations and surprised them. The location was at a football cage which emphasised a 'street' feeling and appealed to my target audience more personally with realistic aspects. I also used other locations such as a changing room or South Street to contribute to the narrative and make it realistic. With all my locations I have listed the ways it is relevant to my advertisements, my target audience and all the advantages. 

Advert 1:

Advert 2:

Pre-Production Paperwork

The pre-production paperwork are the agreements and legal requirements that are required to be complete in order to proceed with the final production. This allows for the production to be completely legitimate and professional so that everything can swiftly progress. All the pre-production paperworks involve:

• Client Release Form
• Location Release Form
• Location Recce Form
• Risk/Hazard Assessments
• Production Schedule

It is important to create all the necessary pre-production paperwork so that the production is efficient and successful. It will avoid any inconvenience and trouble with filming in a public place and involving other people. The pre-production paperwork will benefit me through becoming prepared for the final stages of production. I will also be fulfilling a legal requirement if anyone was concerned with the production stage. I have handed out the correct paperwork to whoever it concerns and relates to and have received signed approvals. 

Client Release Form

The client release form was created to aid me when recruiting my actors that will help me in my production. This form involves the agreements made between myself and the actor. The actor has given their consent to participate in my production and helps me to make them aware of what is expected. It explains to them what the production is being used for and where it will be published. Everyone that is involved in the cast will receive this form and sign the terms and conditions in order to begin filming. An example of one of the client release forms can be seen through my main characters'.

Location Release Form

The location release form allows me to gain the consent of the authorities location. I have asked for their permission and discussed the terms and conditions included in my production. This form/document is essential to the pre-production planning as it makes my production stage valid and approved. Those who are the owners of the locations such as the Head of the Sports Department will receive this form and sign after understanding all the terms and conditions. The head of Sports Department has signed the form and allowed me to proceed with my production:

Location Recce Form

A location recce form is a paperwork, which underlines and pinpoints the location where I plan to shoot my advertisements. It is a vital part of the planning process as it enables me to assess the location and determine its suitability for the recording of my advertisements, in order for it be of a high standard.

Risk/Hazard Assessment

A risk assessment is a systematic process of evaluating the potential risk that may occur during an activity or production. For the production of my advertisements, it is important that I construct a risk assessment for the planning process as they create awareness of hazards and risks. Risk assessments are vital for the health and safety of the actors and other participants during the shooting of the production. 

Production Schedule

The production schedule allows me to to keep track of what is required in the production process. It serves as a timetable for myself as well as my crew and actors where outlines the times, dates of the filming with all the required equipment and actors. Through this form, I am able to be more organised and aware of everything that needs to be complete. My production schedule can be seen:

There are several advantages of creating the pre-production paperwork and those include:

- Gaining legitimacy for my production 
- Ensures that everything is in place
- Confides with legal requirements
- Increases awareness of risks/hazards
- Insight to real life production in industry.

In conclusion, I believe that completing the pre-production paperwork has been highly beneficial for me. This is due to the fact that I was able to evaluate all the possible risks and make everyone else aware of them. I was also able to achieve legal security with all my crew and actors through the client release form and received assurances through the location release form. 

Storyboard

Planning: Storyboard

A storyboard is a collection of shots which are all put together to create a clear narrative. It is a sequence of drawings with details such as in the narrative description that represents the planned shots for the actual final product. It is important to construct a storyboard in the pre-production stages because it allows for an initial vision for the director which they can develop. A storyboard is a simple yet effective form of planning and is easy to construct. It is a starting point for entering the final production stages with a clear vision that can be developed with the inclusion of others.

There are several advantages of creating a storyboard and those include:

• Easy to construct.
• Allows for a visual idea.
• It is highly presentable.
• Allows to plan for all the different micro-elements.
• Can be used as a guideline for final production stages.
• Allows for organisation

However, there are also some disadvantages that may come with a storyboard and those include: 

• A storyboard is not very detailed.
• It is not an entire reflection of the actual filming.
• It may not match the actual final product.
• It can be restrictive.

Overall, a storyboard has more advantages than disadvantages and is highly beneficial for the production of an advertising package. This is because I will be aware of what is required as I already have an established visual idea. I have created a storyboard for both of my TV Adverts and my TV Sponsorship which can be seen below.

Advert 1






Advert 2

TV Sponsorship

Conclusion:

To conclude, creating a storyboard for each of my visual advertisements was highly beneficial in my preparation for the final production stages. This is due to the fact that I was able to envision the final product through the narrative outline of the storyboard. This allowed me to remain aware and on task through the production stages. I was able to gain an insight to the variety of camera shots that I will use and also other aspects such as the lighting or dialogue. Briefly explaining everything that will be used will be significant for the final production stages as then I will be able to remain efficient. This storyboard will also be beneficial for me during the editing stages as I have mentioned the transitions and editing techniques that will be used. There may be a chance that I develop my idea and use a different technique, but the storyboard allows me to have a solid option. Ultimately, constructing the storyboard has been a vital task in the planning stage as it has helped me to visualize my final idea. It has allowed me to stay aware and up to task with everything that is required which will allow me to work efficiently and effectively. 

Music Copyright

Music Copyright

It is important to make sure that the music used is copyright free and authorized by the owners. Copyright refers to the exclusive and assignable legal right to publish a product using other work. It is the legal protection give to the creators of music which enables composers, recording artists etc, to be recognized and paid for their work. The music we hear on the radio or TV possess two separate copyrights. One of them involves the musical composition and the other is the sound recording. The musical composition involves the music including lyrics that the composer or artist has combined. Also, the sound recording is a sequence of various forms of sounds.

There are exclusive rights that have to be used when using copyright music and this involves:

Reproduction: The right of reproduction allows you to decide who can copy your work. This varies from it being used in movies or publishing the notepad sheet music online.

Distribution: This right allows the owner to decide who can sell the copies. 

Derivative works: This right allows you to decide who can make a new project based of your original work.

Public performance: This right controls the performance of your work on radio, clubs, TV or anywhere else in public.

For my production, I have used non-copyright music as it allows me to easily access it. It also allowed me to create my production at a faster rate as I was able to avoid the hassle of gaining permission to use other music. I used music from a YouTube channel called NoCopyrightSounds which produces music available to creators for their own use free of charge. As a result, I was not required to fill in a music copyright letter and was able to go ahead and find the music that suited my adverts. This was why I used non-copyright music as it allowed to work efficiently. 

On the channel it shows the way in which audiences are free to use the music which legally covers them. It serves as a form of copyright letter and explains the ways that people can use it for their own work and production as long as they do not take credit for the sound. This allowed me to use their sounds which were utilized in my advertisements to engage the audience and build intensity with the audience. 

Similar Adverts

The similar adverts that I have viewed have been highly influential and beneficial in developing my own idea for my TV adverts. I have picked out key techniques and elements in two similar adverts that I aspire to make my adverts reach to. I have analysed the forms, styles and characteristics, techniques as well as the different uses of codes and conventions in both adverts and the way in which it remains a distinctive advert promoting football boots. The cinematography and mise-en-scene utilised in the adverts has particularly helped me to develop my own visual idea. 

Nike Total 90

This advertisement by Nike promotes the 'Total 90' or 'T90' in a narrative driven form. Nike is one of the leading sports brands and they use celebrity endorsement, featuring real life players such as 'Cristiano Ronaldo' and more. This can appeal to the audience as the football stars will grab their attention. The advert follows the progress of an upcoming football star who plays for Arsenal as they make their way up and also contains a lifestyle appeal as the character begins to achieve stardom. The advert is all in a point of view shot which invites the audience and makes it seem that they are the player themselves. This makes the advert seem even more realistic as it is from the audience's perspective and the advert presents an ideal world for a football player playing in big games and achieving stardom. As a result, this advert can identified in the style of surrealism as it contains some elements of surprise. The audience may not have expected to experience a player's point of view in football, and this makes the advert more appealing as it is different from others. The cinematography that is used in the advert is effective as it invites the audience to experience the effects of the 'T90'. The point of view shot allows for the audience to view the player's feet and the 'T90's' that are being worn and put into action. This is highly effective as it gains the audience's trust because they are being put to use and are proving its function. 

Although I will not be able to deploy a constant point of view shot in my advertisement, I will use it in some shots to signify that the football boots in my advertisement are being used. This will allow my audience to relate the narrative with the brand product which will be the football boots. I will include close up shots of the player's feet whilst celebrating a goal to suggest the product's work. This will allow me to further emphasize the benefits offered with my product because the shot power has concluded with a goal and this will prove to the audience the product's function. I will also focus on the football boots before my character puts them on to allow the audience to identify the source of the player's upcoming rise in form. My advert will ultimately be in the form of a narrative driven advert trying to be as realistic as possible. In my adverts, I will not be able to shoot in a stadium with huge crowds which may reduce the realistic features of my advert. There may be humorous elements as well when my character is missing clear cut chances and the unbelievable rise in form could be perceived as humorous. This can further appeal to the audience as they will want to purchase the football boots and see what the hype is all about.  

Puma

The following advertisement by Puma presents their own 'evoPOWER' and 'evoSPEED' boots in an realistic and humorous form where real life football players are all undergoing a series of events while wearing the boots. The advert can be classed as realistic as some players are in a hotel room and are kicking a football whilst breaking other stuff in the room. This scene particularly promotes football as it communicates that they try to play anywhere because of their love for the game. This all happens while they are wearing the football boots which are a striking pink and yellow and remain clear and visible for the audience throughout. The advert is very fast paced which emphasizes the 'speed' that the boots provide the player with. There are also humorous elements because the players seem to stop doing everything in order to kick the ball with their boots in unideal locations such as a hotel room. The football is passed on to different scenes where other players are also playing football with the boots all through match on action and invisible cuts which further maintains the speed of the advert and keeps the audience gripped. The advert also deploys a supernatural feeling with the football boots through unrealistic elements. In this particular scene, there is the destruction of a library where the player is running away with the ball at his feet. The use of CGI allows the bright football boots to stand out and this makes it seem even more impressive in an unrealistic form. In each scene, there are different scenarios involving the players and this builds to the ultimate scene where 'Sergio Aguero' is using the football boots in a real match. He dribbles past his opponents and scores an unrealistic goal that reflects the advantages of the boots. The ball is hit with immense power at a high speed and the camera follows the ball into the net. This narrative makes the football boots even more appealing as it makes the audience feel like they can do the same. As well as this, the celebrity endorsement further appeals to the audience as the football players are all in different situations and enjoying themselves with the brand product on their feet. The advert uses a variety of camera shots to exhibit the intensity and adrenaline that the football boots give to the players. The advert can be identified as a surreal advert as well because of the unrealistic features where 'Marco Verratti' is dribbling through the destruction of a library. Also, the advert contains special effects which further adds a surreal feeling to the advert and makes the product even more attractive to the audience. 

This advertisement is more unrealistic than the Nike advert but still keeps the audience hooked and interested because of the surreal elements such as special effects and editing. The final scene in the advert where the player is playing in a match has inspired me to make my second advertisement similar to it. Similarly, my second advert will be under floodlights which will differ from my first advert during daytime. This will imply a different match is being play and will emphasize the continuity in the series advert. I will present my character dribbling through players and scoring goals to emphasize the enhanced power with my football boots. I will also deploy a more clear narrative in my advert and show progress in the football match. The way in which the football boots in the Puma advert remain clear is something that I want to do in my own advert to make clear to the audience what the advert is promoting. For example, before my character shoots the ball, the camera will focus on the football boots in slow motion to highlight the power of my product. My advert will not have any CGI or special effects unlike the Puma advert but it will still appeal to the advert in a more realistic way.

In both the Nike advert and Puma advert, the scenes where the character is on the pitch have influenced me in the production of my own advert. The use of mise-en-scene in these scenes is similar to the way in which I want to present my adverts. I have analysed key shots that have influenced my own work and allowed me to advance with similar elements and make my advert unique at the same time. In both adverts, the brand identity or slogan is revealed at the end which has inspired me to do the same as it is a conventional way of presenting it. In the following PowerPoint, I have identified the different camera shots in both adverts. My two adverts will be a series and will follow on from each other.

Similar adverts from _arlindm1

Target Audience

Planning: Target Audience

Before commencing with my production of two TV Adverts, a TV Sponsorship and Radio Advert, it is vital that I identify my key target audience. If I am able to do this, I will be aware of their specific interests and expectations so that I can make present my advertisements in a relatable way. My target audience will make up a large amount of those who consume my advertisement and contribute to its success. It is important to take my target audience into consideration as it needs to grab their attention and appeal to them. Through both primary and secondary research, such as my questionnaire or interest searching, I have gathered information about my target audience. This has allowed me to find out more about their interests and expectations that I can implement and present to them in my advertisements. It has allowed me to prepare myself and also identify the key conventions that should stand out in my advertisements so that they will respond to it. 

Demographic Profiling (Age, Gender, Ethnicity)

Following the responses from my questionnaire and analysing the different responses, I have concluded a target audience with specific demographics. My brand product that is the football boots will mainly appeal to men aged between 16-21. This is because although women also play football, there is more men that are stereotypically interested in purchasing football boots. The target age was identified as these are the ages where aspiring footballers will often be training to work towards their goal. Despite this, women and other people with different ages can be appealed by the advertisements. They do not have to play professional football to purchase the football boots. As well as this, my target audience will be of any ethnicity because a sport does not have any restrictions. Anyone can play football and anyone can purchase football boots. The realistic form that I will be implementing in my advertisements will appeal to my target audience as they will feel that they can follow a similar path in football. My narrative will follow the rise in form of a football player who acquires the brand football boots and this will invite my target audience to go ahead and do the same. The characters in my advertisements will all be men, which also shows why other men will perhaps be more interested. I will use a variety of ethnicities in my characters, where my main character will be black. This will hopefully invite audiences of all ethnicities and communicate that to purchase football boots, ethnicity does not matter. In my second TV Advert, there will a 'street' theme that will be emphasised by the location of a football cage. This may appeal to a target audience of young people who relate to this sort of environment. I have chosen to do this to invite all audiences to purchase the football boots and show that football can be played anywhere as long as you have the brand product. Ultimately, my advertisements will be targeted at a mass audience, however my target audience will be most liable to respond actively or passively because they will be the most interested.

Psychographic Profiling

I have also identified the psychographics of my target audience which will benefit me in better understanding what they are like. I will be able to find out what their different interests are. My target audience will mainly fall under 'Aspirers' because of the way the football boots will promise to improve them. It will be the latest sportswear brand and one of the most popular football boots that players will want to purchase to absorb different ideologies of the product. Other audiences with different psychographics can also be appealed to the football boots because anyone can play football. Anyone from 'Mainstreamers' to 'Individualists' can purchase the football boots to play the simple game so this shows how the advertisements will ultimately appeal to a mass audience.

Socio-Economic Model (Income Bracket/Status)

As previously explained in my research, audiences will fall under categories depending on their income and class status. Following my research, I have concluded that my target audience will mainly consist of students, unemployed people or casual workers in category 'E'. This is because the concept of the advertisements relates to young people as identified via the demographics. Thus, young people will most likely be found in this category. Upcoming football players will also be in education and classed as students. There can also be unemployed people or casual workers who still aspire to become a professional footballer and the adverts will appeal to them. The narrative will involve young characters as well that my audience will be able to relate to and identify with. However, other audiences from other categories can also be interested in the brand product. Audiences who simply enjoy football as a hobby will want to acquire the latest football boots. Despite it being unlikely that someone from category 'A' will be interested, they may still enjoy football and will need football boots to play the game. Therefore, when they go to purchase football boots, they will be made of aware of my brand product because of the advertisements. 

Audience Reactions

Audience engagement will be a key reaction from my target audience. This is because they will either respond passively or actively to it which will determine the success of my product. Barthes' semiotics theory can be linked to this audience reactions as there will be key signs that will allow them to engage with the audience. For instance, the different iconography such as the football will indicate that it is a football based advert which will take them closer to the football boots.

Conclusion

In conclusion, I have identified my target audience for my football boots advertisements to a suitable extent. The brand product will most likely appeal to men aged between 16-21 due to the narrative of both TV Adverts that shows the rise of a young player. Audiences who aspire to play professional football will be inspired by the narrative and be appealed to the brand product. This target audience will also most likely be 'Aspirers' and will fall under category 'E' of unemployed people or students. Despite identifying my key target audience, this does not restrict other audiences from being appealed to the advertisements. Many people enjoy playing football and need football boots to do this so they will also be interested.