the 12 different types of advertising
- when researching into different advertising types, i found a theory by Donald Gunn, that all adverts fit into his 12 categories. If i were to categorise my advert idea in this way, i would probably fit it loosely into the exemplary story category, which is number 6 of the 12. The exemplary story is when the product shows a situation in which the product is in use, showing the audience a situation in which the product is neccesary and has purpose. This style of advert will be used for the most part of the advert, in which i show the product being taken out somewhere, because this is clearly showing the products USP and how it could be used, which is establishing a need for it. I am showing the audience a situation in which it is needed, therefore creating a gap in the market for it. I dont think however my idea will fit smoothly into any of these categories, as it is a mixture of a few, a hybrid. I think this piece of research has influenced my plannign greatly, as i have considered these different styles of advertising, whether i wanted to make a conventional piece that fitted into a category neatly or whether i wanted to make a more original advert that used elements of a few, that doesnt neccesarily fit with the conventions of the style.
codes and conventions
i looked at codes and conventions in advertising, with the intention to narrow this down when i knew what product i was looking at e.g if i was looking at bread, the conventions of bread adverts. However i have struggled to look at the conventions of milk advertising as there are very few milk adverts, due to their being very few successful milk brands. I have therefore looked broadly at conventions in dairy advertising, and found some obvious conventions, like the use of green and yellow, imagery of cows, and a country field backdrop. I am not subverting the conventions greatly in my advert idea regarding the mise en scene, as it is set in the country, with trees and fields. However, the use of paper stop motion is unconventional, most adverts are live action, and i wont be featuring cows or the product itself, so there will be no close ups of the product in use. I think the editing pace will also be much quicker than in conventional dairy ads. Rather than focusing on subverting the conventions, i am going to incorporate some of them into my advert. I feel that for advertising conventions are important, because so much information needs to be put accross to the viewer in a short space of time, conventions are a way of easily establishing the product with a consumer. If they see cows, rolling hills and a feel-good backing track, they will immediately presume it is a dairy product, without having any information about it. I think this is important to remember, as viewers often dont pay attentiin to much of the ad, so it should reflect the product throughout, by using conventions that viewers associate with dairy adverts.
Advertising psychology -
means to end theory-
"The key stages in the formulation of this concept are: need identification, idea development to fulfil the need, product development to substantiate the idea and the product’s market introduction. communicating the fulfilment of the need Central here is the ability to ‘‘translate’’the subjective consumer needs (e.g. healthy, convenient) into objective product specifications, in order to, through the creation of the product, fulfil these needs."
My advert idea would fit means to end theory, in that i have indentified a need for the product ( a milk product that is flexible to travel), developed a product that fulfils the need, and then in the advert i will be communicating to the consumer that there is a product to meet the need. I am also taking the consumer needs e.g convenient milk drink and makign a product with these specifications to fulfil these needs.
Hierarchy of effects model
- if i were to use this theory, my advert would be aiming to achieve the first two steps, Awareness and Knowledge, as most adverts would do for new products. This theory suggests that before a consumer can decided to purchase a product, the first two steps are to be aware of it, and have some knowledge of it. My advert would be introducing and branding the product, and providing some information about it, what it does and why it is needed. It would also aim to achieve the next step, liking, as the advert will try and connect with the target audience to create a brand that they like.
Advertising standards
After looking back at my post on advertising regulation, i have looked back at the document to see if i could find anything that would be important to consider when advertising my product, as when i first did this piece of research i looked at just a few general rules. I didn't find any rules that i felt were applicable, and so i dont think there is anything that would particularly restrict my advert.
Stop motion research
This was one of the most useful pieces of research i have done regarding my advert, as i was able to see what was key to producing a good quality stop motion animation, and the quality of the animation is something i am worried about. I found these main points, and i will pay specific attention to these when producing the advert:
- the use of bright bold colours is really important
- a mix of 2D and 3D objects gives depth and makes it look more interesting
- a mix of camera angle is important, birds eye view works well for 2D objects
- lighting is important - bright lighting is key to making the animation look proffessional, a yellowy tinge from artifical lighting of unwanted shadows will make it look amateur
- sound is crucial, although i dont need to worry about this until post production
how am i consideirng these points?
- I am intending to make my advert from coloured paper and card, therefore using only block colours, they will be bright and colours will be exaggerated, so grass will be shockingly green.
- i am going to construct most of the environment from 2D objects, the trees and the landscape, but then add features that will be 3D, such as bridges, the car and the house.
- I have included a range of camera angle in my storyboard, and will experiment while shooting in a range of angles, then review which has worked best.
- I will make best use of natural light, with the add of two lamps fitted with natural bulbs.
Sponsorship sequences
from the research i gained some knowledge of how sponsorship sequences work together, when planning my sponsorship sequence i will use this knowledge to make sure there is synergy between the main advert and the ancillary tasks. I also looked at the conventions of sponsorship sequences, and will consider these when planning mine, whether i want to subvert them or make a traditional conventional sequence.
Further advertising psychology
Low involvement/ rational
consumers put little thought into purchasing these products and they are chosen for their benefits and product attributes, so the consumer will pick a brand that satisfies the need. Example products could be a ready made sandwich, Deoderant, shampoo, milk. They are cheap everyday products and once a consumer ahs settled with a brand that fulfils the need they are reluctant to change and try other brands. Advertising therefore needs to focus on differentiating the product, making it stand out from the rest, whether this is actual differentiation or perceived differentiation ( differentiation in the eyes of the consumer achieved through clever advertising and branding
Consumer involvement theory
I have considered this theory when planning my advert, as it is a low involvement/rational product. This means it needs specific attention to differentiation as the product is chosen on its attributes alone, there is little thought gone into the product, it is just chosen on what seems to be the best. I am therefore going to make sure my advert highlights my products actual differentiation, and also uses perceived differentiation. The actual differentiation is the packaging and the idea behind it, althought UHT milk is not different. The perceived differentiation will be created by the branding, which is key to the product. I will be pushing the products differentiation on the advert, and this will be the main focus.
Affective conditioning
Affective conditioning theory suggests that consumers pick product that are assoicating with good things, not neccesarily products that are in fact superior. I considered this when plannign my advert, and so have set the narrative in the countryside. it will then be associating the product with nature and the countryside, and with a nice simple soundtrack will make it appear natural and nice.
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