Long Road Media Technical

Produce 3 written analysis of 3 different music videos, this means different bands/artists and different genres of music. These should each be at least 750 words long and must have screen grabs from the video to illustrate your points. You can produce these analysis in Word, Pages, InDesign or Photoshop.

Your analysis must comment on the following:

Purpose - What is the purpose of the video? Is it to promote an album or single? Is it to help reinvent the image of a particular band of artist?

Form - What form does the video take? Is it animated or live action? Is it meant to look like a film? Is it a narrative, abstract or performance based video?

Content - What do we see in the video? What images are used? How much of the band/artist do we see? (Connotation)

Meaning - What do the images mean? How has it been edited to generate meaning? How does the juxtaposition of images create meaning?

Genre - What genre of music does the artist/band produce? How does the video use the conventions associated with the genre e.g. Indie bands playing instruments etc...?

Intended audience - Who is the intended audience for this video? How can you tell? Link this to content, genre and purpose.

You will have analysed at least 2 music videos in class and can use 1 of these as 1 of your 3 videos. If you are stuck you can find music videos here and here. A video explanation of Andrew Goodwins theory is here http://youtu.be/4F7vgJkM0rc

You must complete this and email the files a pdf's to boram@longroad.ac.uk and twoodcock@longroad.ac.uk by Wednesday 11th March!

Unit 1 - Target audience

Unit 1 LO2 requires you to 'understand the relationship between media products and their target audience', what this means in practice is that you can identify who the target market is for the product being advertised. You need to consider the following areas:

Gender - is the product targeting a specific gender? How can you tell this?
Age- is the product age specific e.g. a car?
Lifestyle - what type of lifestyle will the consumer have? Is the good an everyday item or a luxury good? How will the item enhance the targets audiences lifestyle?
Spending power - how much does the product cost? Who has spending power to buy the product?

You may want to consider the demographic groupings which are commonly used, these can be found here.

You should explain what aspects of the product in the advert would appeal to the target audience and what would influence the target audience to use the product. This may mean making links between other people who use the product and the target audience. It could be that the product being advertised is an aspirational product and that part of its appeal is that it is expensive. Equally the product may be more utilitarian and have a mass market appeal and the purpose of the advert is to remind people that it exists and to nudge them into buying it over other brands.

Advertising week 4 - Final design 'proofs' and display board (15 P5/M4/D1)

The task this week is to complete the final design to be checked by you 'creative directors' (Tom/Barney). Your deadline for completing this is Tuesday 10th February. If you have not completed your presentation to the client yet then you should seek some feedback and need to get your designs as close to finished as possible.

Once you designs have been checked by Tom & Barney you will need to get some peer feedback and then get them prepared to:

Send your proof read and checked designs to the client before half term.
Complete all of your preproduction and planning from previous weeks.
Prepare your groups A1 display boards.

Advertising week 3 - Feedback (13.P5/M3/D2)

Feedback (13.P5/M3/D2)

Revise the production plan for your final idea this should be more detailed and contain:

a) dates and timescales of print deadlines, production schedule and product launch date (include seasonal and calendar events)

b) resources and equipment you will need

c) personnel and activities with time budget (who is doing what task, when & how long will it take?)

d) budget - for equipment needs and props as well as personnel time (for this project you are not charging but you should add up the time you have spent so far and the projected time for the completion of the final art work. Find out how much a freelance designer would charge to get some idea of the 'actual cost' of the campaign)

e) relevant legal and ethical issues and how you will resolve them!

Advertising - Week Three: The Presentation (15.P4 & 13.P4/M2)

The Presentation (15.P4 & 13.P4/M2)

This week you priority is to present your ideas to you client. You must deliver a presentation to a client for feedback that including:

a) pre-production materials for at least three print-based advertisements including visualisations (roughs) of the ideas

b) production plan with timescales and budget for final ideas being presented

c) a record of you meeting (written note or minutes and photos)

You must keep a physical record of your work as well as saving it on your own blog this should include minutes and notes from the meeting. photos and sketches or annotations of your pre-production ideas

Week 2: Concept and Pre Production (15.P3/M3)

THREE "ADCEPTS" OR "ROUGHS"

Plan three 'developed' ideas for your original print-based advertisements to be used as part of in cross media campaign, including:

a) Preproduction materials and visualisations of the ideas.

You should use font that are the actual fonts or close representations. 'Marker visuals' (images similar to those you with to use) should be used to give an idea of images and graphics - this could be illustrations, found or mocked up photos or basic graphics)

b) Initial production plan for each idea

Plan should include timescales and budget (take in to account production cost and person hours needed) as well as synopsis of ideas/concept including: an outline of form (eg poster, flier, web advert, magazine/newspaper advert), content and style

c) A risk assessment and recce for any shoot

d) Legal and ethical issues

* The plans should be worked up for a client to be able to see. So they should be printable!

Week 2: Research and Development (15. P2/M2)

You should now have carried out some detailed research into your client and your product offer. This should have included an initial meeting with your contact on the client side. (Please keep a record of your notes, sketches, research and meetings)

TASK: ADVERTISING PLAN

1) Using your research write a plan for an advertising campaign that features print-based advertisements including:

a) a proposal identifying:

the product being advertised;
aims and objectives;
target audience;
campaign message.

b) campaign schedule containing:

launch dates;
consideration of seasonal and calendar events;
media channels, including location (eg website, billborads, notice board, publictions) and scheduling/timeframe of advertisements

c) relevant legal/ethical issues

*This should fit onto one or two sides of A4 and should be in bullet points - it should be clearly headed and easy to read for the client and other people in the team or working on the project.

Week 1: 'Initial Creative Review' of Ideas and 'The Brief' (13 P2)

What you must do:

Research to product offer and company profile
Research costs and put together potential budget scenarios for different media outlets
Develop the client brief and explore all potential 'concepts' for the campaign
Carry out more sophisticated audience and market research
Risk assess any research, site visits and meetings

Download Live_Campaign_Presentation.pptx