Tuesday, 22 March 2016
Friday, 18 March 2016
Radio advert Pre poduction, Post Production and Final Production.
Please note this starts from the final radio advert intructions, please scroll down to the bottom to see you next task after the holiday homework is complete.
(First assignment is due in 22nd April 2016)
Ongoing - Final assignment and edited radio advert due in 6th June 2016
FINAL RADIO ADVERT : scripts (Individual Assignment 3 Assignment 3 due in 6th June)
You will be writing two scripts for each product and treatment , each of which should show a change in style , persuasive techniques and use of music beds .
This will involve writing four scripts in total.
Before you write the scripts , plan the following elements and add these details to the top of each script.
Brand ( Nike, Apple etc.)
Product name ( original or existing)
Name of advert ( something catchy to identify the advert)
Style of advert (formal, informal, conversational, simple, complex, nostalgic, humorous,
serious etc.)
Timing ( You should plan your adverts to be either 30 seconds , 40 seconds , 50 seconds or 60 seconds in length EXACTLY, in order to be broadcast in appropriate time slots.)
Write your scripts following industry conventions, using terms such as
MVO ( Male voiceover ) FVO ( Female voiceover) SFX( Sound Effect), listing each
sound that will be recorded in your advert ideas. Look at these examples and follow the right format . Remember , scripts for each treatment should show a different use of style, music bed and persuasive techniques.
You will then meet with your producer (Marina) to decide which treatment and script will be produced and recorded. This may also involve editing and finalising your script to match the client and producer's demands.
This will involve writing four scripts in total.
Before you write the scripts , plan the following elements and add these details to the top of each script.
Brand ( Nike, Apple etc.)
Product name ( original or existing)
Name of advert ( something catchy to identify the advert)
Style of advert (formal, informal, conversational, simple, complex, nostalgic, humorous,
serious etc.)
Timing ( You should plan your adverts to be either 30 seconds , 40 seconds , 50 seconds or 60 seconds in length EXACTLY, in order to be broadcast in appropriate time slots.)
Write your scripts following industry conventions, using terms such as
MVO ( Male voiceover ) FVO ( Female voiceover) SFX( Sound Effect), listing each
sound that will be recorded in your advert ideas. Look at these examples and follow the right format . Remember , scripts for each treatment should show a different use of style, music bed and persuasive techniques.
You will then meet with your producer (Marina) to decide which treatment and script will be produced and recorded. This may also involve editing and finalising your script to match the client and producer's demands.
·
Monday, 16th May 2016 (Marina will need to approve script for radio advert final)
FINAL ADVERTISING CAMPAIGN : treatments (Individual working towards Assignment 3 due in 6th June)
You will now be combining the the planning,writing, creative and production skills you have learnt in previous advertising tasks to create a Radio advertising campaign.
First you will create two full treatments for potential radio advertising campaigns for two different products, services, events or charities . These should be products, services etc. that you have not used in previous tasks and should be be for new and original products for an existing brand.
Use the headings below to carefully research your product/service/event/issue and brand and write your treatments and upload them to a blog post called Final Advertising campaign treatments.
Client
( Name of Brand and product / service / event / charity )
Purpose of campaign
( e.g selling a product or service, raising awareness, information, promoting sales and
special offers, increasing market share, links to other products, raising money for radio
station, seasonal awareness raising)
Unique Selling Point
( carefully research your brands and give a detailed response about the USP of your original or existing product here)
First you will create two full treatments for potential radio advertising campaigns for two different products, services, events or charities . These should be products, services etc. that you have not used in previous tasks and should be be for new and original products for an existing brand.
Use the headings below to carefully research your product/service/event/issue and brand and write your treatments and upload them to a blog post called Final Advertising campaign treatments.
Client
( Name of Brand and product / service / event / charity )
Purpose of campaign
( e.g selling a product or service, raising awareness, information, promoting sales and
special offers, increasing market share, links to other products, raising money for radio
station, seasonal awareness raising)
Unique Selling Point
( carefully research your brands and give a detailed response about the USP of your original or existing product here)
Placement
( explain potential stations for broadcast , day/time)
( explain potential stations for broadcast , day/time)
Production Roles
( explain your roles of director, writer, editor , list any ideas for types of voices and voice actors, list who will be giving technical support)
( explain your roles of director, writer, editor , list any ideas for types of voices and voice actors, list who will be giving technical support)
Elements of budget
Look at this website to list elements that would cost money and explain how you are able to afford this. e.g your voice actors are media students so do not have to be paid, you are sourcing free sound effects etc. If there are any actual costs, list them here.
Look at this website to list elements that would cost money and explain how you are able to afford this. e.g your voice actors are media students so do not have to be paid, you are sourcing free sound effects etc. If there are any actual costs, list them here.
Target Audience
( detailed description of age , gender , interests, etc. )
( detailed description of age , gender , interests, etc. )
1st May 2016
CHARITY ADVERT WORKSHOP : Treatment and script (Individual working towards Assignment 3)
CHARITY/PUBLIC SERVICE ADVERTISEMENTS
Individually
Individually
Plan and create a treatment ( plan ) for a 30 second radio advertisement for an existing charity or public service about a social or health issue.
The target audience should be 16-19 year olds .
Your treatment must include the following information :
Client ( name of charity/service )
Client ( name of charity/service )
Type of client ( national/multinational corporation, local business,charity, government/information body)
Placement (potential stations , day/time based on advert content and target
audience)
Purposes of advertisement ( raising awareness of issue, selling a service, seasonal awareness raising etc.)
USP (unique selling point of service or charity)
Persuasive techniques your advert will use ( audience fears/desires , emotional language, use of statistics etc. )
Persuasive techniques your advert will use ( audience fears/desires , emotional language, use of statistics etc. )
SCRIPT
Now you must write a script for your planned charity/campaign advert.
Before you write the script , plan the following elements and add the details to the top.
Product name
Name of advert ( something catchy to identify the advert)
Style of advert. ( use these categories )
Here are some script Examples.
Write your scripts following industry conventions. You should use the following abbreviations where appropriate
VO Voiceover
MVO/FVO Male/female voiceover
SFX Sound effect
Product name
Name of advert ( something catchy to identify the advert)
Style of advert. ( use these categories )
Here are some script Examples.
Write your scripts following industry conventions. You should use the following abbreviations where appropriate
VO Voiceover
MVO/FVO Male/female voiceover
SFX Sound effect
Week of 18th April - We will be covering the following (working towards 2nd Assignment)
LO2 - Understanding the radio commercial production process:
- Production facilities
- Production roles
- Music
- Financial considerations
A separate sheet will be issued to you.
Friday, 22 April 2016 (Assignment 1 due in)
ASSIGNMENT TASK A: Analysing 2 Radio adverts (Assignment 1)
Write a report, MINIMUM of 1000 words, analysing 2 different and contrasting radio advertisements There is a list of examples on the blog here. Your report MUST cover the following :
· Factual information : e.g station it was broadcast on, name of producer
· Message : explanation of content of advertisement , narrative or story of advert.
· Message : explanation of content of advertisement , narrative or story of advert.
· Style : explain your choices e.g formal,informal,conversational,serious,simple,complex,nostalgic, aggressive,seductive etc. (see blog notes), including if it fits into the radio station “house style “
· Structure : one-off advert or part of series , use of any other media formats such as comedy, drama , etc.
· Purpose : briefly choose, describe and evaluate its success: selling a product or service directly raising brand awareness, informational, promoting sales and special offers, increasing market share, links to any other products or programmes, raising income for radio station, seasonal awareness raising
· Use of sound bed : explain in detail , with timings ,the background sound bed, music, sound effects, sting ( short piece of music that is associated with the product)
· Use of Voiceover : explain in detail , with timings : single/multi voice dialogue, use of tag line ( slogan) , conversational or formal tone , accent, age/nationality/class etc., links to and relationship with target audience
· Persuasive techniques : explain in detail: Unique selling point , use of celebrity endorsement, repeated use of product name, price benefits for customer, audience fears/desires ( see blog notes)
Level of distribution : local , national etc.
Use of contact details and potential feedback from listeners e.g website , phone number etc.
Regulation : A Explain and summarise the types of regulatory standards your adverts would have to meet, using the sections of the Advertising Codes created and enforced by the ASA.
B Using these codes, explain specific examples of possible legal or ethical issues ( at least one for each advert) that could apply to the products you are analysing. These should include ethical issues such as privacy, use of shock tactics, age restricted material, use of children in advertising, and issues of consumer protection such as misleading advertising. For instance , if the advert had claimed that its product made 100% of its users look 10 years younger, this would be misleading advertising.
You should make reference to a range of detailed timed examples from your adverts ( 6 minimum in each advert ) and critically evaluate and explain these examples.
Tuesday, 19 April 2016
Monday, 18th April 2016
WORKSHOP : Adding sound effects, music and ambience.
You will be using the voiceover you recorded to complete your first radio advertisement for an existing product. This will involve adding relevant music and sound effects. Your advert should be approximately 20-30 seconds in length.
COMPLETING VOICEOVER
Add any content you feel needs adding to your voiceover , such as a tagline , information for audience, contact information ( website , phone number etc. )
DOWNLOAD MUSIC
Listen to and download any relevant music you feel should be added to your advert via Youtube or class resources.
DOWNLOAD SOUND EFFECTS
Go to youtube or freesound for free sound effects and download them as mp3s or WAVs. You will need to create an account to download the sound effects available in freesound. You can also create and record your own !
ARRANGING AND EDITING YOUR ADVERT
Follow the handout guide to help you with the following editing tasks in Reaper.
Insert your voiceover , sound effects and music on separate tracks.
Delete sections of your voiceover and music track to create an advert of the appropriate length and quality.
Arrange the sound effects, music and voiceover in Reaper , carefully adjusting volume and placement of audio files.
Add any relevant Reaper effects to your tracks, such as reverb.
When complete , Render the advert to a WAV file and save in Art-Media/ Media 60/ First Radio Adverts
(Marina)
EVALUATE
Write a blog evaluation assessing the quality of your radio advertisement in terms of the following :
Clear and effective style : see notes
Effective voiceover : clear recording , no technical mistakes , imaginative and appropriate script.
Effective creation of music bed : good choice of music and effects, clear and well-balanced sound mix, creative ideas.
Effective use of persuasive techniques : e.g unique selling point, repeated use of product name, using audience fears and desires, benefits for customer, etc.
COMPLETING VOICEOVER
Add any content you feel needs adding to your voiceover , such as a tagline , information for audience, contact information ( website , phone number etc. )
DOWNLOAD MUSIC
Listen to and download any relevant music you feel should be added to your advert via Youtube or class resources.
DOWNLOAD SOUND EFFECTS
Go to youtube or freesound for free sound effects and download them as mp3s or WAVs. You will need to create an account to download the sound effects available in freesound. You can also create and record your own !
ARRANGING AND EDITING YOUR ADVERT
Follow the handout guide to help you with the following editing tasks in Reaper.
Insert your voiceover , sound effects and music on separate tracks.
Delete sections of your voiceover and music track to create an advert of the appropriate length and quality.
Arrange the sound effects, music and voiceover in Reaper , carefully adjusting volume and placement of audio files.
Add any relevant Reaper effects to your tracks, such as reverb.
When complete , Render the advert to a WAV file and save in Art-Media/ Media 60/ First Radio Adverts
(Marina)
EVALUATE
Write a blog evaluation assessing the quality of your radio advertisement in terms of the following :
Clear and effective style : see notes
Effective voiceover : clear recording , no technical mistakes , imaginative and appropriate script.
Effective creation of music bed : good choice of music and effects, clear and well-balanced sound mix, creative ideas.
Effective use of persuasive techniques : e.g unique selling point, repeated use of product name, using audience fears and desires, benefits for customer, etc.
Friday, 15th April 2016
WORKSHOP 1 : Creating a voiceover for an advert (can be done in pairs or individual)
Using the knowledge of persuasive techniques you have gained by looking at industry examples and blog resources, you will write and record a voiceover for an advert for an existing product . This should be a multi-strand voiceover ( more than one person speaking).
Your voiceover should demonstrate your understanding of a range of persuasive techniques , as well as awareness of style, purpose ,and effective communication with an audience. It must also include:
Information about product
Audience contact ( a phone number , website etc. )
Tagline ( the slogan for product or brand )
1 Choose your product
2 Research the product or brand for factual information , sales figures , new products, tagline etc.
3 Write a script for the voiceover. Remember , it should include more than one voice !
Your script should show a range of persuasive techniques ( e.g unique selling point , repeated use of product name, price benefits for customer , audience desires and fears )
4 When your group has practised, record your voiceover. You need to use the microphone in a laptop and record in an empty room. Ask Marina for instructions or follow this brief guide.
5 Edit your voiceover in Reaper or Garageband and render to WAV.
6 Upload your voiceover to the blog using Soundcloud. You will need to follow these instructions to create a Soundcloud account, upload and create a link in a blog post.
7 Write a short blog report summarising the workshop and how persuasive your voiceover is.
Your voiceover should demonstrate your understanding of a range of persuasive techniques , as well as awareness of style, purpose ,and effective communication with an audience. It must also include:
Information about product
Audience contact ( a phone number , website etc. )
Tagline ( the slogan for product or brand )
1 Choose your product
2 Research the product or brand for factual information , sales figures , new products, tagline etc.
3 Write a script for the voiceover. Remember , it should include more than one voice !
Your script should show a range of persuasive techniques ( e.g unique selling point , repeated use of product name, price benefits for customer , audience desires and fears )
4 When your group has practised, record your voiceover. You need to use the microphone in a laptop and record in an empty room. Ask Marina for instructions or follow this brief guide.
5 Edit your voiceover in Reaper or Garageband and render to WAV.
6 Upload your voiceover to the blog using Soundcloud. You will need to follow these instructions to create a Soundcloud account, upload and create a link in a blog post.
7 Write a short blog report summarising the workshop and how persuasive your voiceover is.
RESOURCES : Persuasive techniques and language
Persuasive techniques
To effective analyse existing adverts and create your own ,you need to decide what persuasive techniques are being used to communicate with the audience. Most adverts use use images of or references to these things to tap into our desires - and fears:
- Happy families - everyone wants to belong
- Rich, luxurious lifestyles - aspirational
- Dreams and fantasy
- Successful romance and love
- Elite people or experts
- Glamorous places
- Successful careers
- Art, culture & history
- Nature & the natural world
- Beautiful women - men AND women like looking at beautiful women, so the thinking goes: men admire them, women admire what makes the men admire them.
- Self-importance & pride
- Comedy & humour
- Childhood - can appeal to either nostalgia or to nurturing instincts
Language of advertising
The purpose of advertising language is to persuade.
In his influential book, Confessions of An Advertising Man (Atheneum, 1988) David Ogilvy lists the most persuasive words in advertising as
| suddenly now announcing introducing improvement amazing sensational remarkable revolutionary startling | miracle magic offer quick easy wanted challenge compare bargain hurry |
These words act as triggers to interest audiences in a product.
Monday, 11th April 2016
RESOURCE: Uploading audio to blogger via Soundcloud
Follow the video instructions to upload your audio ( WAV files) to blogger using your Soundcloud account.
Tuesday, 22nd March 2016
Radio adverts : Initial research 1 (Individual)
Complete your research into two radio advertisements , using links on the blog and covering these areas.
You will then be showing your work to 2 other students for them to evaluate your report and leave comments in your blog post.
Message : basic content of advertisement
Style : see notes
Purpose of advert : see notes : e.g selling a product or service directly raising brand awareness, informational, promoting sales and special offers, increasing market share, links to any other products or programmes, raising income for radio station, seasonal awareness raising
Voiceover : conversational or formal tone , single/multi voice dialogue, accent,
Use of music bed : background sound bed including sound effect, music, sting
( short piece of music that is associated with the product)
Persuasive techniques : e.g Unique selling point , use of celebrity endorsement, repeated use of product name, price benefits for customer, any other benefits for consumer
You will then be showing your work to 2 other students for them to evaluate your report and leave comments in your blog post.
Message : basic content of advertisement
Style : see notes
Purpose of advert : see notes : e.g selling a product or service directly raising brand awareness, informational, promoting sales and special offers, increasing market share, links to any other products or programmes, raising income for radio station, seasonal awareness raising
Voiceover : conversational or formal tone , single/multi voice dialogue, accent,
tag line ( slogan)
Use of music bed : background sound bed including sound effect, music, sting
( short piece of music that is associated with the product)
Persuasive techniques : e.g Unique selling point , use of celebrity endorsement, repeated use of product name, price benefits for customer, any other benefits for consumer
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