As I've mentioned on this blog before, I am not a fan of gaming.
I don't like computer, console, mobile, arcade, or online games.
It just does not appeal to me.
When I was told to attend the Euro Gaming Expo,I went up to my teacher,slouched,hunched,pouty and frowning and asked '' Do I have to, Ms ? '' .
Whether I enjoyed myself or not, you'll find out on the way.
Now, I'll just walk you through my day.
When the class and I arrived we were greeted with a extremely discouraging queue.
I questioned if we were at the correct venue and not Beyonce's concert.
Still in disbelief, I asked my teacher if she had mistakenly gotten the dates mixed up.It seemed as if she made us come a day earlier so as to camp over night.
I waited in line with a zombie,zombie clown and a zombie scientist .
As they were being interviewed and photographed by journalists, I decided to be Yogi's paparazzi.
After my many unnerving encounters with fictional characters, I decided this chap would be my knight in black armour if I ever needed saving.
What seemed like the whole day, was only 20 minutes,we were finally given the OK to go inside .
Bright Orange wrist bands were this events must have couture. Everyone had to wear one.
The two radio advertisements I will be writing comparisons on is an advert based on a stop-smoking campaign and a washing-up liquid,called Fairy. Adverts will be compared based on the radio advertising factors such as, products,styles,audiences,structure,music,purpose,voiceover,persuasive techniques,level of distribution and contact details.
The First advertisement which is known as STOPTOBER on this website:
MESSAGE AND PURPOSE
Stoptober is promoting a campaign which aids in providing guidance,support and encouragement to smokers whom are willing to quit smoking. The advert provides lots of statements and facts, while including other people's reasons to quit smoking, making the commercial relatable and empathetic. Its sole purpose is to have smokers give up smoking for 28 days.
The other advertisement is a promotional commercial advertising a product that is a washing up liquid by the brand, Fairy.The advert is based on a scenario between a son and his mother which differs from Stoptober. The purpose of this advert is to sell the product,washing-up liquid, and create brand awareness for, Fairy.
PRODUCTS
The first greatest and obvious difference between the two radio adverts is the content they were advertising. The STOPTOBER advert is promoting an event, not a product. Whereas the second advert is promoting an actual product, FAIRY washing up liquid.
Other differences include structure,music,persuasive- techniques,contact details,lvoiceover,and audiences.
In terms of the structure the Stoptober advert is part of a series, this fact is instantly gathered from the MVO stating'' people from all over the country will stop smoking for 28 days''. The mention of the number of days is the confirmation that the advert will not be played exactly the same the next day as the promotion has a time limit. For instance, as the days go by the advert will act as a countdown to the actual even, thus the next day the MVO would say '' People from all over the country will stop smoking for 27 days'' This structure is
very different compared to the Fairy advert as there was no time frame mentioned, making it a One-Off Structure type of advert due to the lack of time frame mentioned for the product.
The persuasive techniques is in reference to how both adverts tried to encourage their audience to agree to their advert. The Stoptober advert used the persuasion technique of ''peer pressure'' it included other peoples opinions of wanting to quit smoking while also including their heartfelt and possibly relatable emotions towards the audience. Fairy used the persuasive technique of constantly repeating the name of the product and its qualities such '' lasts up to 8 weeks '' . Repeating the product throughout the advert familiarises the audience with it, creating a recognition for it.
Contact details were given in the Stoptober advert whereas the Fairy advert did not. This is due to the Stoptober promoting an event whereas the Fairy advert is promoting a product whereby the mentioning of contact details will prove to be unnecessary.
There was a upbeat positive music bedding included in the Stoptober advert so as to encourage their target audience to partake in the event.No music bedding was included in the fairy advert as they gave the product and the script with the voice overs sole attention
AUDIENCES, STYLE AND MUSIC BEDDING
The Stoptober commercial focuses on audiences that are smokers . They are definitely the target audience for this commercial as the purpose and message of the advert evolves around helping them quit smoking.They have been the focal audience due to the inclusive reasons from other smokers as to why they decided to quit smoking. Which in turn makes it relatable to smokers. Another reason why smokers are the target audience for this advert is because the Stoptober event it is promoting an event suitable for smokers only. The advert directs its audience by also mentioning encouraging messages and facts such as '' If you were to go 28 days without smoking you are most likely to stop for good'',they say this so as to inform smokers that quitting smoking is possible and that there are many people who have done it.
It includes a music bedding of a chirpy whistling tune that sets the mood and theme of the advert to be optimistic and positive. The style of the advert is factual and promotional. The advert begins with a statement of ''Next month , people from all over the country will stop smoking for 28 days'', confirming the factual Style of it. The mentioning of ''people from all over the counrty'' makes a specific group of people that clearly shows the targeted audience while also contributing to the emphasis that the specific group of people are being invited, giving the potential audience the opportunity to be apart of a community.
The Fairy commercial on the other hand is targeted for mothers . Mothers are the targeted audience for this commercial as they are the ones being addressed thoroughly throughout the advert. Also, the advert is a conversational role play where a child and mother are having a conversation about Fairy washing up liquid. The child questions why his mother is always buying that product. The child uses the adverb, ''always'' to elaborate on the mothers use of it. It tells the audience that she does not use any other brand of washing up liquid but Fairy. Mothers are the targeted audience for this product due to the product being used for domestic duties in a typical household. Women and mothers are mainly the majority consumers of purchasing domestic household items thus, targeting them as an audience has a higher likelihood of them being the ones purchasing it as compared to other types of audiences.
The advert has a childish,humorous and factual Style.
The factual statement of the advert is only heard at the end of the commercial as opposed to Stoptober's which is heard at the beginning. Also,unlike Stoptober the advert does not include any music.This is probably because the mood and theme of the advert is already being influenced by the scripted conversation between mother and child creating a motherly affection as the mood .The advert is based on a child having a conversation with his mother.The humour in the commercial is innocent and child-like. STRUCTURE AND LEVEL OF DISTRIBUTION
Both adverts are not part of a series, thus they are one-off commercials. Another similarity between the two adverts is their level of distribution.Like the Stoptober advert, the Fairy advert is only being promoted and aired to an audience in Britain.Making it a national distribution. PERSUASIVE TECHNIQUES,VOICEOVER AND CONTACT DETAILS.
In addition to the similarities between Stoptober and Fairy, their voiceovers consists of a multi dialogue and is spoken formally. There is more than one person speaking in the advert. Having differing voices,and other people included in the advert can exemplify the adverts purpose,which in turn contributes to persuading the audience.
Stoptober persuades their audience by having people from the public tell their reasons for taking part in the event.Their reasons are what makes the whole advert relatable and welcoming. The advert also includes contact details of support groups that can help smokers give up smoking.There is no catch phrase, or slogan in the advert which differs from Fairy.
Fairy has a tag line for their advert, making it memorable to the audience. It is 'That's fairy-conomy'. It persuades their audience by repeating the fact that a bottle of Fairy washing up liquid could last up to 8 weeks. Also the conversation dialogue between child and mother is personal while being formal .Contact details are not given in the advert,however the product name is mention more than once throughout the video,adding emphasis to the product and the brand raising recognition and awareness.
Overall I think the Stoptober advert is a very conventional advert in terms of it's script and music bedding. It incorporates a jingle tune of music which also contributes to the persuasive technique as the music is friendly,jolly and very inviting.With most 'event' based adverts, welcoming music and tunes are often used so as to encourage the listeners to partake in the event.Thus Stoptober's radio advert is extremely conventional and common.
The Fairy Washing Up Liquid advert I would say is unconventional in comparison to other washing-up liquid adverts. Other brands of washing-up liquid adverts include a short tune or music in relation to their adverts. However, upon researching up on Fairy washing-up liquid adverts in particular, I've realised that they hardly ever include a music bedding as their sole focus is on their script which seems to always involve more than one person, mostly children. My conclusion on the Fairy Washing-Up liquid in general is that it is unconventional. It stands out amongst other adverts in terms of its music absence and script whereby a child is often involved as another voice over.
Music videos were introduced to the Music Industry as another form of advertising and promoting of a particular song, by integrating the music and video together.Needless to say, the purpose of a Music video is solely promotional. However, what the music video is trying to promote varies on the particular video itself.
The Music Video below is an example of an independent artist using a social-media website called YouTube to promote, himself as an artist, and his album. The video has no movement or imagery. It just shows a picture of the artist , his album and useful information on which websites his song can be downloaded from. More information about the artist is provided in the description bar of the video.He gives links to his social media accounts and also, again mentions the name of his album 'Paint' there too.
Like the first artist that was mentioned, this artist ,Katie Sky is too an independent artist that has made use of technology to produce and promote her own song.Without affiliating herself with a recognised record label she has likewise managed to allow a wide audience to hear her, having had more than 76,000 views on this particular video.
The video itself only promotes the artist .Her song is promoted in the 'description' section under the video where she provides links to where the song can be purchased and the social media sites where she can be contacted on.
This video clearly uses basic, amateur filming techniques that are expected of a independent artist. The video was entirely taken from a Full Shot framing whereby a full body length view of her is shown. The camera does not move at all,and at the end of the video you will see that after she stops singing she comes close up to the camera to stop the recording.
Personally, I think the lack of professionalism and simplicity in the video is more interesting than a professional music video. It seems as if I am watching and hearing the song played live, which is what many fans, pay lots of money for,to hear their favourite artist perform live. Also it puts the song,and the artist as the only focus of the video,providing no distractions such as camera movement,actions,dances,and other professional music video factors.
Music videos purpose is not only to promote the artist and their song but also, as mentioned earlier, to promote other differing reasons. The music video below is promoting synergy of this brand of speakers called 'BEATS'. The speakers are shown in the first 7 seconds of the video. It is brightly coloured which makes it obvious for the audience to take notice .Promoting synergy in a music video is as good as creating a commercial advertising it.Another item the video is promoting is the EOS lip balm at 0:28 to 0:34.
The video is also promoting the artist,Miley Cyrus in a different light .Miley Cyrus is famously known for her Disney Channel role in Hannah Montanna. Since quitting Disney, she has become her own independent and mature woman. The video is a reflection of what her character and style of singing is like now.
The whole video consists of all the framing's such as the, Extreme Close-Up,Close-Up,American,Full, and Long shot. But,excludes the Extreme Long shot.There is few camera movements in the video,just a compilation of many scenes put together.The movements that were used are,Push in,Pan,and Zoom.
There is no mention of the artists Single,Album, or Record Label in the video, which puts even more emphasis on the purpose to just promote just the artist.The information is in the description box of the website instead.
The music video below is an example of what Miley Cyrus used to perform and sing. The contrast is very significant.
Another example of promoting synergy is Christina Perri's song A Thousand Years which was used to promote the movie, Twilight. The music video includes scenes that were taken from the actual movie while also using the song as its soundtrack. This form of collaboration between Music Artist and Movie is increasingly popular. The respective fans of either the Music Artist, or Movie, gain awareness of either one collaborator they initially were not familiar with.
Similar to the synergy of Miley Cyrus's video, there is no mention of artists Record Label,Single,or Album in the video.There is however a 5 second still clip at the end of the video, presenting the soundtrack of the Twilight movie and Christina Perri's website information.Again, emphasising the main focus to be on the Artist and Movie only.
Due to the music video including scenes from the movie, a wider range of camera movement, and framings were used to film this.All frames were used in the making of this video.All forms of camera movements were used too.
Extreme Close-Up shot : Used to show a candle the Music Artist was holding.Also, used to show the Music artists whole face while she was singing, and the actress in the movie's facial expression when she was walking down the aisle.
Close-up,Close shot: Used mainly on the music artist.
Close-up,Medium shot : Used when showing the actress's wedding gown and music artist.
American shot:Used majority throughout the whole video with the actor, actress,and music artist as main focus.
Full shot : Used in film scenes and music artist.
Long shot: Used in a lot of the scenes of whole music video. Shows the sea and horizon.
Extreme Long shot : Used in movie scenes and music video scenes a lot if the time.
So far the music videos I have talked about do not promote their Record label to the fullest in their video.
The music video below, is an example of promoting and introducing the record label the artist belongs to and another artist, Mikky Ekko, whom is fairly new to the music industry. Introducing Mikky Ekko,to audiences and fans of the very popular singer, Rihanna makes this collaboration promotional in that sense.
The last 8 seconds of the video promotes the Record Label, The Island Def Jam Music Group. This increases awareness and income for the record label and their company.This particular video is promoting the record label, Island Def Jam Muisc, which is owned by the record company known as Universal Music Group. The record label , Island Def Jam Music is renowned for having artists such as Rihanna,Justin Bieber,Mariah Carey,Kayne West and The Wanted signed with them.It owns another record label, Def jam, and operates as part of their division. Def jam was founded by a music artist known as Jay-Z.
This video consists mainly of Extreme Close-Up, and Close-Up shots.
This last video promotes the social media website the artist can be contact on by his fans. Jason Mraz's music video, The Woman I Love is based on scenes his fans had tweeted to him. Scenes that his fans had wished to be seen in the video. The Tweets of his fans are also shown throughout the entire video.The last 15 seconds of the video is a promotional still clip of a picture of Jason Mraz's album cover and his website. In the music videos description ,which is below the video on the YouTube website, further information is found relating to the album and the twitter users Jason Mraz's video was inspired by.Also,there is a mention on who the video is directed by,Elliott Sellers.His website is presented there too.
Overall I have covered the specific promotional reasons a music video is filmed to promote.
In summary , music videos can be used to promote the song,artists album, artist,artist themselves,synergy in forms of media or product,record label/company, and the social media networking sites the artist is active in.
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