Unit 30 - task 2

Idea #1:

Adidas deodorant:

Target audience: Teenagers (14-18+) C2 D E

Location: Wellington International school corridors and football pitch

Actors: Wellington International School Students.

Pricing: 10 AED (suitable for students)

Advert ideas: A student is all alone with no friends and different groups make fun of him. He is also very weak and not good on the pitch and gets told off. He will live a difficult life and this will change once he uses the deodorant, people will like him and he will be good at football.

Todorov: Starts off with the disruption and slowly turn into the repair stage. The disruption starts when the protagonist gets bullied and the repair stage comes once the protagonist has used the product and is liked by everyone.

Maslow’s needs

Need for attention: The protagonist will be a social outcast and will not have any friends. He will use the product to get people’s attention and make new friends.

Need for dominance: The protagonist will want to have friends and his voice to be heard. His need for dominance will be mainly shown when he is playing football, showing off skills and new techniques.

Sad and lonely music to show the character’s emotions.

Props used: Product (deodorant), school stationary, football equipment.

This product would be suitable for students (C2 D E) because it is affordable and mainly used by them. The advert for my product will be enjoyed by the target audience because they can relate to the scenes that are happening.

I believe that my advert is suitable for teenagers because it shows the change the protagonist goes through which can help convince the viewers to buy the product. During the advert the protagonist’s characteristics will be highlighted once he uses the product and many teens will want the same to happen to them.

Idea #2:

Hugo Boss the scent

Target audience: Young adults or older (18+) A B C 1

Location: Wellington International school corridors

Actors: Wellington International Students and teachers.

Pricing: 59 AED (More appropriate for adults)

Advert idea: The protagonist (Teacher) will be very unorganized and be laughed at even by his students. This will be an ongoing habit and the teachers will also think of him as a joke. Once he uses the fragrance everyone around will respect him and he will be very neat and tidy.

Todorov: This advert will also start with the disruption and turn into the repair stage back to the equilibrium. The disruption in this scenario is where the teacher gets ‘bullied’ and the repair will come after he has used the fragrance.

Maslow:

Need for dominance: The teacher will want to be dominant over the students and not be disrespected. This will change once the fragrance is applied and everyone around him starts to respect him.

Music: Slow and sad music to show the character’s loneliness/depression

Props: Product, laptop, school equipment (books, pens) and classroom equipment (chairs, smartboard)

Idea #3:

Hugo Boss the scent

Target audience: Adults (18+) A B C 1

Location: Business workspace, office

Actors: Adults, workers in suits.

Price: 59 DHS

Advert idea: The protagonist will be working with his co-workers and they will all pitch their ideas. Once they start pitching the protagonists’ idea will be the only one ignored. The protagonist will have constant bad luck even after work and once he applies the fragrance he will be more confident and his co-workers will pay more attention to him and accept his ideas.

Todorov: The advert will start with an equilibrium where the protagonist lives a normal life and goes to work. The disruption will occur when it shows the protagonist getting ignored and not respected. The repair will occur when the protagonist uses the product and starts being recognized by his co-workers.

Maslow:

Need for attention: The protagonist will want to be recognized by his peers. His need for attention will be fulfilled once he uses the fragrance and starts getting noticed.

Need for dominance: The protagonist will want his ideas to be recognized and chosen. Prior to using the fragrance all his ideas will be shunned by his co-workers and not even noticed. After the use of the deodorant the protagonist will have a fresh start and start being noticed by people around him, even with his ideas being chosen.

Music: happy dancing music to show that even if you are going through tough times you shouldn’t give up.

Props: Product, smartboard, meeting table, drawing board

Focus group:

The main focus group of my product will be students between the ages 14 and 25. This is because many teenagers within this age group uses this product after exercise. My focus group consisted of 2 males and one female.

What background music would you like to hear throughout the video?

Question 1 was to find out what background music the audience would like to listen throughout the advert. Most of my focus group suggested some upbeat and catchy music

What locations/settings would you recommend I shoot my advertisement and why?

This question was to find out where the filming of my advert should take place. My focus group all suggested that I followed the ‘Adidas Dive’ theme and film near a swimming pool or football pitch to show the different types of diving in sports activities.

What narrative structure/storyline should my advert follow?

I asked about the narrative of my advert to help me set out the different scenes and how to introduce the product. One of the suggestions was to follow Todorov’s narrative structure (Equilibrium, disruption, recognition, repair and new equilibrium). This can help me how to order the scenes and where to introduce the product.

Would you like to see the same scene happen twice but have different scenarios to show the effects of the product and why?

This question was to help me figure out how to end my advert. One of the suggestions was to have the advert as an imagination where the product is used and everything goes perfectly according to the protagonist. Another suggestion was that I show drastic changes from the product to help persuade the viewers easily.

Research log:

https://uae.souq.com/ae-en/adidas-ice-dive-deodorant-spray-150ml-10111146/i/

Shows the price of the product and that it is affordable for the students (classes C2 D and E). The site also tells us the descriptions of the product to show the effects of it and how long it lasts.

https://en.wikipedia.org/wiki/Adidas

Wikipedia is not the most reliable source however, it gives us information on the history of Adidas. This is useful because it gives us other links where the information was gathered from.

https://www.quora.com/What-is-the-mission-statement-of-Adidas

This website tells us what the mission statement of Adidas is. It is not very reliable as it was a questioning website where anyone can answer however, the answers were all appropriate and suitable to Adidas.

https://www.adidas-group.com/en/group/history/

This is the official website of Adidas where it shows the history of the company. This is useful because it tells us when everything was founded and this can help us when doing product research.

Product research:

Adidas Ice Dive

Adidas Ice Dive was founded in 2001 and has been very successful since. Adidas are a well-known sporting brand therefore, they are responsible for making some fragrances for sports use.

Adidas’ main focus is to target a widely age ranged audience who actively take part in sports. This would fit in many of the classes in the demographic table however, it would mainly appeal to classes C2 D and E.

Cast list:

Protagonist: Haitham

Football Coach: Mr. Duncan

Group of friends: Qais, Hashem, Ruy, Ryan.

Camera: Aaron

Director: Aaron

Editor: Aaron

Sound operator: Aaron

Props:

Prop, purpose, source

Product (Adidas ice dive). I will be advertising this product and i will get this product from the local supermarket.

Football. The football is used in one of the scenes. Footballing is used to show the before and after effects of the product. The football will be supplied from one of the actors.

Books and bags. Books and bags are necessary equipment for school life and everyone will already have their own supplies.

Suits. Suits are the school uniform and is important that everyone wears it to show that they are at school. All uniform will be supplied by the users themselves.

Football equipment. Football equipment will be used to show the different drills set up during training.

Advertisement proposal:

I am going to be creating an advertisement for Adidas’ Ice dive deodorant. This product is mainly targeted towards students between the ages 15 and 19 (classes C2 D and E). This is because it is a sports deodorant and many students between these ages take part in many sports and are active. The message in the advert being sent is that the product brings out and highlights your characteristics once applied. This will appeal to many viewers because they will also want their characteristics to stand out and get along well with other people.

The advert will start with the protagonist being bullied and pushed around in school and on the football pitch. However, once the product is used the protagonist will be accepted by the other groups of friends and will also be good at football and praised by the coach.

I believe that broadcasting my advertisement on YouTube and sports websites such as BBC sports will be good because sports websites have many users it will build the community rapidly. It will also be related to what the viewers are surfing for therefore it will be recognised by people who actively take part in sports and are looking for fragrances.

Advertisement brief:

Mission statement: Adidas aims to be the global leader in the sporting’s good industry. They work towards strengthening their brand and sporting equipment to satisfy their customers.

Target audience: The main target audience for Adidas Ice Dive are C2 D and E in the demographics class rank. These classes would include students between the ages 14-19 and lower class workers.

The secondary audience will be the relatives and friends to the main target audience such as the parents and co-workers. (All classes)

Advertising objective: The purpose of my advertisement will be to show the effects of the product by improving the protagonist’s characteristics.

Consumer benefit: The consumers can benefit from this product because it negates most body odor and is very portable. This product is mainly targeted towards men but both genders can comfortably use the product.

Competitors: Competitors to Adidas consists of other sporting brands such as Nike, Puma, Umbro and Reebok. However, Adidas are one of if not the biggest sporting company in the world therefore, the competition will be very limited.

Storyboard: