Ideas:
Idea
Generation
The
final idea was created during some brainstorming I did on my own. Other ideas
were created and scrapped while discussing with friends and family.
Constructive criticism was given on some other ideas, until I finally decided
to keep this from the lot.
Recording
of Ideas
The
most basic ideas I just remembered, but when concrete examples started coming
up I kept a note of each on a piece of paper, scrapping each idea (paper) in
comparison one on one, until a verdict was reached. (Like a knockout tournament
between ideas)
Initial
Plans and Proposals
One
of the competing ideas included:
A
group of men were all laughing except for one. With a pan of the camera over
their pockets, the viewer notices the same book in their pocket (except for the
one not laughing). After a few seconds a man comes along and notices the
troubled man. He hands him the Joke book and he quickly joins in the laughter saying
jokes etc…
Another
idea (which was scratched early) included:
Set
in an examination room with two men. The examiner is asking the student to tell
him jokes. The student messes up punch lines and mixes jokes, until he is given
this joke book. After a glance he starts laughing and cracking jokes, the
examiner laughs so hard he falls off his chair.
Identification
of Message
The
message is identified through the last part of the advert. Where the book is so
funny, that the anchor would sacrifice his job to read the jokes it contains.
This obviously means; ‘It has good content, buy it, read it.’
Content
The
content of the advert is mainly humoristic. It consists of a catchy jingle to
open the advert to a serious start, like a news bulletin. The advert then
switches to comedy when transitioning to the background monitor to find
ourselves in the testing phase of the book its self. Switching back to the news
anchor we find that the seriousness has faded into comedy when the anchor is
laughing at the jokes he is reading. The advert closes again with the same
opening jingle.
Style
The
style is basically humor. It is conveyed through a funny news channel title, a
rough and agile pace, and the laughing its self in the advert.
Relevance
to Audience
The advert I selected will
directly impact the target audience, simply because anybody who generally is
interested in a news flash could be interested in this book.
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