Marketing Fair Television Commercial Ad Assignment



English 1201

Commercial Advertisement Assignment

Directions

• Create a 30-60 second commercial advertising any product, company, business, or organization that is appropriate for class.

• The commercial should have appropriate costumes, dialogue, setting, etc. It may also be edited.

Planning:

A. Storyboard – at least one page of 12 drawings that show what will be in the frame of the shots.

STORY BOARD CHECKLIST

← Main idea of the commercial is made clear.

← Dialogue and/or written explanations are placed where appropriate (slogans, captions, etc.).

← Storyline includes a clear reference to product and purchasing information.

← Sequence of events is clearly illustrated or written out.

← Commercial is presented in 60 seconds.

← All elements needed for the commercial are included.

B. Script – Description of what is happening in the commercial and what is said by the actors.

Commercial Requirements and Presentation:

• Must have a complete storyboard, approved by the teacher, before you can begin taping. The storyboard must include every change of action.

o You may make small changes while you are recording but if you are deviating from your storyboard, you must get the changes approved by the teacher.

• Must have a written script.

• Timing of ad should not exceed 60 seconds in length

• Ad should be appropriate for target audience.

• All commercials have a beginning, middle and a conclusion.

• Must include all important branding information: company name, logo and your own slogan for the product.

• Stick to the time you are given (do not go beyond the 60 second timeline).

• Must use two different media strategies. (i.e. Bandwagon, emotional appeal, snob appeal, shock appeal, celebrity endorsement, testimonials, facts and figures, cute cartoon characters, gender appeal, name calling, plain folks etc.)

• Other things to think about include camera angle, camera shots, fade in and out, special effects, background music etc.

Written Analysis:

Along with your commercial Presentation, you must submit a multi paragraph write up for the following topics. (6 paragraphs total; one for each topic below.)

A. Target Market Audience

– Provide a Description of the people to whom you are marketing your product (age, sex, education, race, socio-economic level, etc.)

–Provide an explanation for why this particular target audience is most appropriate for your product.

–Explain what elements, strategies, content etc. about your commercial makes it targeted toward your specific audience.

B. Advertising Techniques – Provide a description of the advertising techniques used in your commercial and an explanation of the ways in which they are used. Why did you make those choices?

C. Media Strategies – Provide an explanation of why you choose two different media strategies in your commercial. An analysis of why these two strategies are particularly effective for your specific product.

D. Message – State the overt (intended) message of your advertisement. Explain the implied message of your advertisement.

E. Assumptions/Values – Explain what assumptions and values are present in your advertisement.

F. Individual Report – Complete an Individual report on your contribution to the commercial. Identify what role you played. What did you find enjoyable and what challenges were you faced with.

|Writing Scoring Guide |

| | | | |

|Target Market Audience | |Advertising Techniques | |

| | | | |

|Target Audience identified |___2 |Description of the advertising techniques used in your |___3 |

|Justification and Explanation of Appropriateness |___2 |commercial | |

|Explanation of strategies/elements used that targets your specific | |Explanation of why you used these techniques. |___3 |

|audience. |___2 | | |

| | | | |

|Media Strategies | |Message | |

| | | | |

|Media Strategy #1 |___1 |State the overt (intended) message of your advertisement. |___3 |

|Explanation of Effectiveness #1 |___2 |Explain the implied message of your advertisement. | |

|Media Strategy #2 |___1 | |___3 |

|Explanation of Effectiveness #1 |___2 | | |

| | | | |

| | | | |

|Assumptions/Values | |Individual Report | |

| | |Complete an Individual report on your contribution to the | |

|Explain what assumptions and values are present in your | |commercial. Identify what role you played. What did you find|___5 |

|advertisement. |___3 |enjoyable and what challenges were you faced with. | |

|Explain two assumptions |___3 | | |

|Explain two values | | | |

| | | | |

| | | | |

Commercial Checklist

|Media Focus |Look For’s |Check and Evidence |

|Purpose and Audience |Identifies why the ad was created | |

| |Identifies the target audience of the ad | |

| |Identifies how the ad appeals to its target audience | |

|Interpreting Messages |Identifies and explains the overt (intended) message in the ad| |

| |Identifies and explains the implied message in the ad | |

| |Uses overt and implied messages to construct meaning | |

| |Two media strategies | |

|Form |Identifies general characteristics | |

| |of the ad as a media form | |

| |Explains how the characteristics | |

| |of an ad create meaning | |

 Example storyboards:

[pic]

[pic]

Commercial Scoring Guide

Group Names: _________________________________________________________

| |Poor 5 and below |Fair 6 |Good 7 |Superior 8 |Excellent 9-10 |Mark |

|MESSAGE |Uses the techniques |Uses the techniques |Uses the techniques |Uses the techniques |Uses the techniques | |

|Uses conventions |and conventions of an |and conventions of an |and conventions of an |and conventions of an |and conventions of an | |

|and techniques of |advertisement to |advertisement to |advertisement to |advertisement to |advertisement to | |

|advertisements to |convey a message with |convey a message with |convey a message with |convey a message to a |convey a message to a | |

|effectively target a |limited effectiveness |some effectiveness |considerable |specific audience with|specific audience with| |

|specific audience | | |effectiveness |a high degree of |a outstanding degree | |

| | | | |effectiveness |of effectiveness. | |

|ORGANIZATION |Organization not |Some attempt at |Structure developed |Organized but needs |Well organized, clear | |

|(Clear beginning, middle|evident and lacks |organization but |reasonably well but |some work. |opening, body and | |

|and end) |structure. |poorly developed. |lacks clarity. | |ending. | |

|MEDIA STRATEGIES |Does not use specific |Some attempt has been |Media strategies are |Media strategies are |Media strategies are | |

|Bandwagon, emotional |media strategies |made to use media |used with some |used with considerable|used with a high | |

|appeal, snob appeal, | |strategies but may be |effectiveness. |effectiveness |degree of | |

|shock appeal, celebrity | |disconnected or | | |effectiveness | |

|endorsement, | |ineffective. | | | | |

|testimonials, facts and | | | | | | |

|figures, cute cartoon | | | | | | |

|characters, gender | | | | | | |

|appeal, name calling, | | | | | | |

|plain folks | | | | | | |

|BRANDING |No focus on branding. |More emphasis needed |Somewhat focus on |Focus on branding. |Strong and effective | |

|(Company name/logo, | |to be put on any one |branding. Company |Company name and logo,|focus on branding. | |

|product/service name, | |or more parts of the |name and logo, product|product name and |Company name and logo,| |

|slogan clearly | |brand. |name and slogan could |slogan are |product name and | |

|communicated) | | |have been more clearly|communicated. |slogan are clearly | |

| | | |communicated. | |communicated. | |

|STORY- BOARD & SCRIPT |Storyboard and script |Storyboard and script |Storyboard and script |Storyboard and script |Storyboard and script | |

|(Approval and |are not relevant to |lack detail and depth.|are somewhat of an |gives an accurate |contains detail and is| |

|completion) |commercial. | |accurate depiction of |depiction of |very accurate to the | |

| | | |the commercial. |commercial. |commercial. | |

|CREATIVITY AND |Not original, mimics |Little originality. |Original idea, but |Original and creative,|Original, creative, | |

|ORIGIONALITY |another commercial. |Uses many ideas from |seen before. |but needs more. |imaginative, holds | |

| | |other commercials. | | |viewers’ attention. | |

|TOTAL |/70 |

| | |

| | |

| | |

| | |

| | |

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download