Research

This is the research for my storyboard.

Brand/Product: Money Super Market

Duration of the Advertisement: 1 minute 

Brief Overview/Summary: Advertisement featuring a middle aged white "nerdy" white man being cool because he has insurance.

1. Target Audience

18-40 year old, middle class men who are looking to save money and be cool.

2. Message and Purpose

The message that this advertisement is trying to convey is that insurance will allow you to be safe and secure so that you can be cool. 

3. Meaning and Interpretation

The advertisement shows the "hood" and the white man being cool in the area. In the background, rap music is also playing to elevate the feeling of being in the hood. The audience may interpret this advertisement as the product being able to make them look and feel cool with the security the insurance provides.

4. Effectiveness

This advertisement is very attention grabbing for the target audience as it targets all the stereotypical activities that this demographic of audiences would like to or normally do. This advertisement uses humor and celebrity endorsement (Snoop Dog). 

5. Personal Response

In my personal opinion, this advertisement was very unique and funny so it really entertained me. I feel like this type of advertisement did particularly well in grabbing my attention because off all of the persuasive techniques and visuals they used which would grab most teenagers attention.

Title of the Advertisement: Cadbury's Gorilla Playing Drums

Brand/Product: Cadbury Chocolate

Duration of the Advertisement: 1 minute 30 seconds

Brief Overview/Summary: This ad shows a gorillaplaying the drums with epic music.

1. Target Audience

7-30 year olds. (Maybe more for male)

2. Message and Purpose

The message was that if you want to be a cool and confident gorilla you must eat Cadbury chocolate.

3. Meaning and Interpretation

The advertisement was very purple since it is Cadbury's signature color. The music was very manly to elevate the "cool-ness" of the gorilla.

4. Effectiveness

Because this advertisement is so random, it captures the attention of the target audience and it includes humor. Now, when people see a gorilla, they may rethink back to this advertisement.

5. Personal Response

In my opinion, this advertisement was really good because I really like gorillas and chocolate so it is really iconic to me. This advertisement will stick to me for a very long time and it definitely improved my image of the Cadbury chocolate brand now. This advertisement made a really unique approach to random humor.

Title of the Advertisement: Barbie So In Style

Brand/Product: Barbie doll

Duration of the Advertisement: 30 seconds

Brief Overview/Summary: This advertisement shows 3 new variants of the barbie doll and new features.

1. Target Audience

7-15 year old girls of color. (The minorities)

2. Message and Purpose

This advertisement means to show that even the girls of color are able to be portrayed with the barbie dolls and even they can play with the dolls. This advertisement promotes diversity. It also shows that by having this doll, you will have more friends and you can also dress the barbie up in so many different ways!

3. Meaning and Interpretation

The music in the background is quite girly and uplifting, the colors that are used are bright and very pink. This advertisement is very flashy and attention grabbing so that little girls are attracted.

4. Effectiveness

This advertisement is very successful at targeting it's demographic by using its signature bright pink theme and brand.

5. Personal Response

I think that this advertisement was very entertaining and it made me happy that barbie dolls started to break the stereotype of typical white dolls and started to include more types of races.

In my opinion, this advertisement was really good because I really like gorillas and chocolate so it is really iconic to me. This advertisement will stick to me for a very long time and it definitely improved my image of the Cadbury chocolate brand now. This advertisement made a really unique approach to random humor.

Title of the Advertisement: iPhone 14 | Action mode | Apple

Brand/Product: iPhone 14

Duration of the Advertisement: 38 seconds

Brief Overview/Summary: This advertisement shows the new feature of camera stabilization in the iPhone 14.

1. Target Audience

Mothers or parents at the age of 27-50 year old.

2. Message and Purpose

This advertisement shows that parents can support their children and be good parents by recording their most important moments. The message they are trying to send is that parents have no excuse since the iPhone 14's new camera has stabilization capabilities and can record everything in crystal clear quality.

3. Meaning and Interpretation

The background music is intense, matching the quick nature of the advertisement. It shows the action that is present in the mom and kid's life. The quick pace of this advertisement allows the audience to stay entertained, the pace is quick for almost the whole video so it doesn't make the audience bored.

4. Effectiveness

This advertisement is very successful at targeting it's demographic by using relatable situations, and emotional appeal (by showing the potential of being a supportive parent).

5. Personal Response

This advertisement was quite effective for me as it was quite flashy and the camera movement was very random, making me focus on the video for the full duration. I think that most teenagers may find this ad quite attention grabbing since it is short and simple too.

Detailed Advertisement Analysis:

Title of the Advertisement: Rise of the Kids | Sport Is Never Done | Nike

Brand/Product: Nike

Duration of the Advertisement: 1 minute 30 seconds.

Brief Overview/Summary: This advertisement shows young kids being active with their lives and doing sports, going against their parent's agenda. Through this whole advertisement, the Nike shoes are highlighted.

1. Target Audience

Kids at the age of 8-15 years old (at any gender) who are active with sports and want to have friends. 

2. Message and Purpose

The central message of this advertisement is that children should be able to express themselves as active sports enjoyers and that they shouldn't be boring like the adults; listening to their nagging and worries. The message that they are trying to send is that as children, they should be able to be adventurous and risk taking instead of being confined to rules set by parents. By doing that, the children would seemingly be cool and prove the parents wrong while doing "cool things".  By sending this message, the goal of Nike is to grab young children's attention, those who are wanting to be "free" with what they do and not be restrained. This may make the children watching this ad want to convince their parents to buy Nike products for them.

3. Meaning and Interpretation

The visuals are very exaggerated, with very obvious editing effects and some scenes use camera angles that exaggerate the features of the children in the video. There is a lot of movement in all the scenes and almost all the scenes have shaky movements, rarely static. Some scenes even use text or doodle elements to highlight certain phrases that are said in the video. As for the audio, they used very upbeat, active music that is usually listened to by young children. With any exaggerated activities in each of the scenes, the voices of the children speaking will also be distorted accordingly, creating a more immersive and interactive atmosphere throughout the advertisement. This promotes more engagement for the audience watching it, making them less likely to become bored. 

4. Effectiveness

The advertisement is quite effective in attracting the targeted demographic. In the first part of the ad, there was a mural featuring some popular soccer players that most sports passionate children will recognize. It was also quite relatable for most children in most parts of the world because of the nagging and worried parents who limit them from doing the things that they want to do. It also uses humor since some of the exaggerated movements are also quite hilarious. 

5. Personal Response

I quite liked this advertisement since it isn't static and boring to watch like most advertisements. I really enjoyed looking at the different effects and camera movements they used. I think that it was really smart to make it quick paced as nowadays, children and teenagers use apps such as tik-tok that gives them small doses of dopamine every time they scroll and I think this advertisement has quite a similar effect.

Storyboard Mise-en-scene Research:

Here is the research I did for the specific mise-en-scene I used to convey the settings that my "actor" was placed in.

Hairstyle:

For the hairstyle of my actor, I took inspiration from one of the popular hair styles during the 1970s. Here is one of the pictures I took reference from:

Clothes/ Attire:

For shot 11.1 on my storyboard, I based the sports clothes that my "actor" was wearing on the typical 1970s teenager sports attire. Here is an example for reference:

For shot 12.2 on my storyboard, my actor can be seen in a party. In this scene I based her clothes on the 1980s popular party outfits. Here is an example for reference:

For shot 13.2 on my storyboard, I took reference from the typical 1990s women's office attire. Here is an example for reference:

The reason I made the clothes accurate to their time periods is so that it would create a better sense of passing time. This would make the scenes look more realistic and cohesive.

Shoes for the "creep" in shot 14.2:

Shot 14.2 depicts a man who has harassed my "actor's" daughter, on his knees in pain because my "actor" stepped on his feet. In this scene, I made the "creep's" shoes based on the 1990's men Adidas shoes. I chose to do this as Adidas is Nike's biggest competitor and by having the "creep" wear Adidas shoes, it connotates that people who wear Adidas shoes are bad people/ creeps.

Here is the picture of the shoe I used for reference:

Reflection:

Actually, doing the research for the storyboard was quite fun because I got to add certain elements along the process to make my advertisement seem more realistic. I think that the little details I added (mise-en-scene ) actually made a difference and I think that it was worth it to do the research. The process wasn’t long either since I was doing it simultaneously while making the storyboard. I think that if I were to do it again next time though, I would do the research beforehand so my storyboard could be more flexible and adjusted based on the research.