M3 - Codes and conventions

Codes and conventions

Recruitment Video:

Here you can see my video fits the codes and conventions of a similar recruitment video a they share similarities in aspects such as, setting, props, people, equipment. My video has 3 different shots of fire engines which makes the genre of the fire service clear. Another element that fits the codes and conventions is the clip in which you can see a member of the fire service practising drills with different equipment, This fits the codes and conventions of a recruitment advertisement because they are displaying the type of responsibilities and activities you will take part in if you decide to join the service.

Example:

Mine:

Example:

Mine:

Recruitment Poster:

You can clearly see lots of elements that prove my recruitment poster fits the codes and conventions of a typical recruitment poster, elements such as colour, language, images all fit into the conventions, for example the use of formal language which directly addresses the audience with the aim of making them feel as so they should prove themselves and join. Another thing which fits is the graphics/Images of fire which is obviously associated with the service, this is reinforced by the colour scheme which includes lots of yellows, reds oranges and blacks, this helps to portray the poster as more eye catching and professional. Finally they both include a link which can offer you more information about joining.

Mine:

Example:

Web Banner:

My web banner fits codes and conventions quite similarly to the poster, my web banner features images of fire trucks which are obviously linked to the fire service so lots of other banners feature them. Yet again the use of orange fits into the genre. A main point of how my web banner fits into the typical codes and conventions is simply the resolution it is created in, as if it was the same resolution as my poster it would no longer be a web banner or be able to be used as one.

Mine:

Example:

 

Evidence Of evidence and development video

Video

First I added all of my raw footage and chose the clips I wanted to use for my video, the next step was to place these clips in the order I wanted and cut out any footage which was unnecessary or I just didn't want to feature.

Second of all I added my sourced music to my project, this helped to add an atmosphere to my video. I adjusted the sound level of the music according to my clips original audio so that they worked in harmony instead of one being overpowering.

I added text intermittently throughout my project not only just for context but also to inform and educate through the recruitment video, I edit my text via the text properties tab, this including things such as text size and colour but I also sourced a custom font so it was more fitting with the conventions of the fire service. In the bottom left of my second screenshot you can also see the Derbyshire fire and rescue logo which I added as it looks more professional whilst also almost acting like a credit to the service.

On a few of my clips I used the speed and duration effect, this was necessary in order to match up events that are happening on screen with the music. Also some of my clips were just filmed to slow compared to the pace I wanted to achieve for more dramatic effect.

In the last part of my video the text 'Join and save lives' appears from behind the fire fighter which was very difficult to do however I think this small change really adds to the video. I managed to achieve this effect by tracing the movement of the man with the pen tool and other techniques and inverting my selected area so that the text would only appear once his body had passed a certain point on the screen.

Evidence of editing and development web banner

 Web Banner

To begin with I created a new project with the correct resolution of a web banner, I them laid out the foundation for how I wanted it to look by adding boxes and shadows where images and graphics were going to be located on the banner.

Secondly I added the triangular graphics on the side and edited the colours until I was happy with the result, I decided on a dark orange for the back as I think its a solid foundation colour to build off of and I felt orange colours would relate and fit the conventions of the fire service.

Finally I inserted my own images and created a clipping mask so that they would fit into the boxes I created prior, creating the boxes for them to go in before hand also meant I was able to create a small white border around each image. I added the text 'Derbyshire Fire & Rescue' simply because they are my client and customised the text with a custom sourced font. The last graphic I added in order to fill out the web banner a bit more and make it interesting was a PNG image of fire to catch the viewers eyes a bit more.

Evidence of editing and development poster

Poster

I started my poster prior to taking my own images so sourced the ones you can see from the internet just so I could gain a insight into what my poster may look like with my own image included, the white bars you can see where intended to contain information about the fore service etc. They all doubled as looking like a ladder which is commonly associated with the fire service.

Next I added the information into the white bars, the numbers are the number to contact Derbyshire fire and rescue and on the left is a statement/rhetorical question asking 'Do You Have What It Takes?" which I feel evokes the audience to try and prove themselves. Finally I added the Derbyshire fire & rescue logo in the top right just as a graphic which fits with the magazine conventions.

After taking my own photos I picked this specific one from my shoot, I used this as its simple clear and clearly associated with the fire service, I slightly increased the brightness and contrast to hopefully make it pop out a bit more than before.

To finish my Poster off I adde my own image along side the fire and created a rough edge look between each image to almost portray either side of the battle. The last part of the poster I added was a statement "Join the team" and the sub writing which makes the audience feel as so they can join a service who work together to save livesI felt was very important and brought it all together, the final bit was the link to the Derbyshire fire service website so they could read up further information.

 

Gaining feedback

 Recruitment Video

I collected 18 responses for my recruitment video and I think the feedback was generally very positive. The question regarding the length of the video got the lowest rating at 4.06 out of 5 however I am still pleased with  this, I understand why some people may have thought the video was too short as it was under a minute but I was aiming to create a short video that wouldn't lose the viewers interest and i feel as so I effectively did so.

Recruitment Poster

I gathered 11 responses and once again I am happy with the feedback I received in response to my poster especially since the results show it reached a varied range of ages as I intended it too, furthermore the composition of the poster got a rating of 4.18 which I feel is good and there was no ratings below a 3. Finally 70% of the people said they would either definitely view the poster or at least consider it which I'm pleased with as I don't think 100% would ever say yes no matter what the poster involved or how good it was.

Web Banner

The response for my banner was positive with an average if 4 star rating for colours and graphics as well as 12 people saying they would take the time to view the banner. There wasn't really anything i would consider negative so i am happy with the result. 

Risk Assesment

 

Location Reece

 

Mind map of ideas for campaign materials

 

Legal and Ethical issues

 Legal issues:

• Copyright - Protects the use of original IP
• GDPR - Data leaks
• L/S - (libel - writing something untrue about another person or organisation that negatively impacts them and slander - spoken false information about another person or organisation that may impact them negitevely.)
• Obscene publications - showing unsuitable/explicit pictures

Ethical Issues:

• Accepting gifts 
• Models

(Only write about laws that apply to me)

How to avoid them being a problem:

An ethical issue I may experience or have to think about is the models which I feature in my advertisement, this may include gaining permission to show them in videos or pictures as well as how long they are featured and what is shown of them whether its there face or just a silhouette. This can be avoided by simply asking consent and maybe including written evidence that they have agreed to feature them in the promotion.

Analysing advertising campaigns

Gender roles in advertising

  Gender roles in advertising

Female

• mother 
• wife
• object of desire
• weak
• socially needy
• user

Male

• father 
• husband
• provider
• strong
• independent creator

the oldest saying in advertising is "sex sells" this basically means using the audiences gender to drive their responses to your campaign. through the use of "ideal self" models and celebrities, audience members are attracted to products as a result go there attraction to the image. The fragrance and fashion industry have rarely varied from this in their modern advertising.

• ideal self - what someone desires hopes and wishes they are like.
• intertextuality - the relationship between texts, mainly literary ones.
• pastiche - imitate the style of an artist or work.
• endorsement - approving a person or product.
• call to action - a piece of content intended to induce a viewer, reader, or listener.

volkswagen

Volkswagen made a very stereotypical advert which is now banned of TV due to the severity, it included a mother doing the stereotypical job of making food cleaning and looking after the children whilst the dad was doing physical activities and working hard at work.

 Tasks I will need to produce the campaign materials:

• Experimental videos and photos
• gather feedback from client via emails
• pre production planning including visualisation diagrams, mood board/mind maps, production schedule etc...
• advertisment prototypes and mockups
• Deadlines (end of may)
• equipment (PC/computer, editing software, camera, lighting)
• props/resources (people, fire truck and uniforms) 

Above The Line Advertising Methods - magazine, 

Below The Line Advertising Methods - flyers, social media, catalog, 

Target audience

 Target Age range between 18 – 45 this is because you must be at least 18 in order to apply and because the job is quite physically demanding the younger you are the better, people over 45 can also apply however my advertisements will target up to 45 as I believe people aged within this bracket are best suited to the job. I aim to target a range of Pamco ratings as there aren't really any limitations for joining. Both male and female of any ethnicity as there is no reason why anyone in these brackets wouldn't be suitable. The location of the people I target my advertisements towards may vary based on where you live since there are multiple stations across the country, finally interests that could be helpful may be sports since its quite physical but other than that it could be anything.

Evidence of contacting client

Derbyshire fire service recruitment video showcasing a career in saving life's. Protect and represent your local city/village/town.

Draft of Email to potential client:

Dear Anthony,

I am a sixth form media student currently attending UTC Sheffield city Centre, As part of my coursework I will need to complete an advertisement via either print, video or radio and was wondering if you would give me the opportunity to create you a free promotional advert for Derbyshire fire and rescue. You will not have to use the advertisement unless you would like too, In return all I ask is for feedback on the product. For further information you can contact me back via this email.

King regards, Louie Stirk

 Fire service recruitment video or poster:

• visualisation diagram
• storyboard
• mindmap
• production schedule

PAMCO A GRADE

PAMCO B GRADE

PAMCO C1 GRADE

Production schedule

• Pre Production - planning, organising resources, gathering talent, and skill.
• Production - the 'making' of the product, capturing film, writing copy etc.
• Post-Production - editing and testing with audiences.

Constraints/Issues when scheduling a media production

• availability of talent
• budget
• time
• equipment
• location
• other projects
• weather
• organisation

Production Scheduling

• timescales - you have 2 weeks
• deadlines - it is due to print on 28th of October
• tasks - get the content, edit the poster, review content, add pictures
• activities - take photos, write info for poster
• resources - camera, printer, editing software/hardware
• milestones - finish by.... , have this many customers....
• contingencies - finish before schedule incase of errors

Nike 'Just Do It', advertising campaign.

 Nikes 'Just Do It' advertising campaign was launched in 1988 and was highly successful. As other sporting brands such as Reebok directed their advertisements at aerobatics, whereas Nike took a harsher 'take no prisoners' AD which motivated viewers more than any of the other generic adverts due to it showing an old 80 year old man on a run making the audience feel as if he can do surely we can.

TV ADVERTISING

https://youtu.be/0yO7xLAGugQ

The advert was shown mainly on TV and the "Just Do It' phrase came to be Nikes slogan due to it being a huge success with sales going from $877 million to $9.2 billion in worldwide sales.

PUBLIC DOMAIN

Nike also took advantage of the corona pandemic in order to advertise their brand even further in the public domain, using their nike tick as a mask in order to promote the use of one but also strategically incorporating there 'Just Do It' slogan. 

They did this due to knowing they would benefit financially and also gain respect from the public for promoting health and hygiene.

KEY TERMS

• connotation - an idea or a feeling that is created by a word 
• denotation - the literal meaning of something in contrast to what it looks like or how you interpret it
• demographic - the statistical characteristics of people (age, income, gender)
• iconography - a particular range of images to convey particular meanings/things
• branding - the promotion of a particular product or company