The chosen brand for my storyboard project is Airpods Pro by Apple, which is targeted for elderly people in the age around 50-60 years old. The product of this advert aims to improve listening experience as well as providing support from the hearing aids / noise reduction feature due to older people who tend to have more sensitive hearing than younger people.
My advert planning is about an elderly man who feels uncomfortable and a bit overwhelmed in a crowded train stop as the sounds around him are too loud for him. When he enters the train, he then opens his bag and an animation of a spark comes out of the bag which gets into his ears. His surrounding then becomes dim but the voices started to fade or becoming blur. Afterwards the person feels calmer and starts to pick up his phone to facetime his family, when all of the sudden they appear on the screen as if he's with them in real life. At the end, when he reaches his destination, the spark inside his ear earlier comes out which then product is revealed when he returns his airpods (product) back into the casing.
The text was an extract from the movie with the title, 'The Quiet Place'. The film maker wanted to convey through camera angles and movements, mise-en-scene and sound to convey 1.) how isolated and abandoned the place is, 2.) how optimistic the family is in a desperate or hopeless situation, and 3.) the unknown threats of being too loud.
The opening of the movie shows how isolated abandoned the place is. Long shots in static angle are used in a few clips throughout the movie, this shows what is happening and what is displayed in the town. The fact that the only sounds heard was grass rustling and paper pages flipping due to the wind (D) and the silence or quietness of the surroundings connotes how remote and empty the town is, without any living things especially humans staying in that town. Mise-en-scene is shown during the outdoor scenes, the filmmaker uses a more warmer tone color such as brown or red (more into an autumn color palette). To add, many objects are scattered on the ground without proper placement or organisation, hence showing the connotations of rustiness or how dead the place is, as if people already left the place for a huge amount of time. On the other hand, during the indoor scene of a deserted mini market, the filmmaker tend to use more darker shades of color as well as natural lighting to show how the sun isn't exposed inside the mini market, thus explaining the items inside the mini market isn't shown clearly as it is all dark from the shadows. Another thing is that numerous posters of missing people are put on view on the wall which conveys a sense of mystery on the reason why the town is immensely alone. This makes the audience to be intrigued as builds curiosity on what happened to that town and what makes people leave or perhaps disappear from that place.
= It was quite enjoyable creating the storyboard because the scenes has already been prepared so it is easier for me to structure them into a storyboard.
- What is bad, difficult?
= The difficult part I experienced is to put the scene into words as nothing much is happening in the scene due to more background and nature is shown.
- How will this help you in the project?
= This storyboard practice helps me to understand the structure and how storyboard works, which will ease me when creating the real final project.
- What will you do differently next time?
= Next time I would like to include shadow/lighting as well as more colors for association to give more detailed visuals to the storyboard.
Product Overview: AirPods Pro is a wireless Bluetooth in-ear headphones designed by Apple. Taken from apple.com, "The Apple-designed H2 chip is the force behind the advanced audio performance of AirPods Pro, working with the driver and amplifier to create crisp, high-definition sound. It uses computational algorithms to deliver noise cancellation, superior three-dimensional sound and efficient battery life — all at once."
2. Target Audience Demographics:
Age: 50-60 years old
Gender: This advertisement is targeted primarily to male, but female as well
Income Level: The income range for this advertisement is either between middle or high class as the product isn't that cheap
Education: Graduated
Occupation: Working / Not working
Geographical Location: Indonesia
3. Target Audience Psychographics:
Interests: Traveling
Lifestyle Choices: Spending time far from home
Values and Attitudes: Upbeat & calm
Opinions: Importance of connecting with family no matter how far or close they are
4. Understanding Consumer Behavior:
Needs: Consumers may need support for noise reduction / cancellation
Motivations:To improve their listening experience
Pain Points: Sensitivity of hearing especially loud noises or crowds
5. Competitor Analysis:
Competitor Name:Sony noise-cancelling headphones
Competitor's Target Audience:This product has a wider range of target audience, specifically for Gen-Z (age range from 9 until 24 years old)
6. Target Audience Persona:
Persona Name: 'Old man'
Age: 50's
Gender:Male
Occupation:Retired / Not working anymore
Interests:Traveling by themselves
Lifestyle:Spending time far from home, away from loved ones
Values and Attitudes: Sensitive and patient
Needs and Motivations: Needs noise reduction of cancellation earphones to improve listening experience
Pain Points:Sensitivity of hearing due to loud sound of crowds
7. Aligning Advertisement with Target Audience:
Message:Airpods pro helps to connect people everywhere and anytime
Visuals:The use of mixed media animation (sparks, dark shadows, etc)
Tone: Overwhelmed emotion at first, calm mood afterwards
At first I decide the target audience for Oreo O's cereal, but then I think that choosing this product for advertisement would not successfully convey and persuade audience the message I want to deliver due to the controversial that happened long time ago, in which how high in sugar the product contains, resulting in discontinue. I then found out that Apple Airpods Pro is more realistic and easier to be implemented for my advert later on. It was quite challenging to find the right target audience for my advert but this will definitely help me for my storyboard later on as I already have a clear sense of direction.
Static (scene 1): Shows no camera movement and no action is occurring. It focuses on what is happening, a watering pipe is shown without any explanation of what it is watering in order to focus on what is happening.
Zoom (scene 2): The focal length of the lens is adjusted by moving closer to the object, therefore draws the audience's attention (nature).
Medium shot: Shows the audience the expression of the subject (calm) and what is the subject doing (sketching).
Zoom/Over the shoulder (scene 7): Captures the perspective of the subject from behind. The subject is shown drawing as it zooms closer.
Trucking/Long shot: Trucking follows the subject from the side with respect to the action. The subject walks and finds a place to sit down under a tree. A long shot is used to show how lonely the subject is as there is just nature and varieties of plants surrounding the subject.
Tilt (scene 4): Vertical (up and down) movement from top until beneath the tree. It reveals more information (subject is seen drawing while sitting down under the tree).
Extreme close up (scene 10): Focuses on what image the subject is drawing.
Pan (scene 6): The camera stays the same but twisted, it pans to the left (from the tree trunk to the subject).
During our experiment on camera angles and movements for the mini project, the process of recording and editing the scenes are enjoyable because we are allowed to create any short video we want, and so we decide to create something that is simple yet pleasing or aesthetic to watch. I am able to communicate and collaborate with my partner effectively during planning until production stage, hence everything went well and we are able to submit the final mini project on time with a quite good result. This practice helps me to identify and understand camera angles and movements easier which I can implement for my final storyboard advert project. I can improve my performance by preparing a structured plan before start shooting, as most of the shots that we did are last minute with no plan on paper at all.
Title: Somesuch >> MoneySuperMarket "That's How I Roll"
Brand/product: Money Super Market
Duration of Advertisement: 1 minute
Brief Overview/Summary: Phil (the guy in glasses) saves money with Money Super Market having the time of his life, cruising around the city pretending to be like hip hop gangsters around the area.
1. Target Audience
This advertisement is directed to adults above 18 until around 40s that are able to drive. It aims towards men more than women from the advertisement. It also aims for people who are in middle class instead of high class, as they are most likely to spend their money rather than saving it. The rapper 'Snoop Dog' has made an appearance in the advertisement which aims for range of audience from his music.
2. Message and Purpose
The purpose of this advertisement is to capture audiences attention and persuade them to save money by insurance from their brand so that they are able to live the life without any worries, like in the advert when the main protagonist named Phil was having fun.
3. Meaning and Interpretation
This advertisement gives a meaning and interpretation on how 'epic' they will feel like after saving money on insurance with Money Super Market, as it shows the main protagonist in the advert is having so much fun in doing so (such as partying, feeling cool, or attracting people).
4. Effectiveness
This advertisement is quite effective as it implies humor from the main protagonist's actions or gestures in the advert, such as his funny face expressions and how he is pretending to ride a car. Other than that, this advert also catches audience attention from the soundtrack with the title 'What's My Name' featuring the legendary musician Snoop Dogg.
5. Personal Response
I think that this advertisement is quite funny from the comical aspect used, it attracts me to continue watching from the start as I was curious why Phil (the main protagonist) is behaving that way, until it went to the middle of the advert; it started to get a little weird from the dancing part (e.g. cars bouncing, funny looking gestures).
Brief Overview/Summary: A gorilla is seen drumming to music with full of passion.
1. Target Audience
This advertisement is targeted more to younger people the age for 10 or more from the use of animal (gorilla) which may attract them more, however it can also attract adults around 40s until 60s as they will get nostalgia from the song used (In The Air Tonight by Phil Collins which is released in 1981). It appeals slightly to male due to the song choice which is more upbeat, fast-paced and rock.
2. Message and Purpose
The message from this advertisement tells the audience that Cadburry's Dairy Milk chocolate product can make them feel good and joy when consumed, just like the gorilla in the advertisement; playing the drums happily with full of emotion.
3. Meaning and Interpretation
The start of the advertisement, the product isn't shown instead the words 'a GLASS and a HALF FULL PRODUCTION' with two glasses pouring milk is displayed on the screen with a purple background. As Cadburry is a well known brand, people can already can recognise from it's familiar shade of purple color as well as their popular slogan and logo. The gorilla waiting for the big moment of the iconic Drum riff of the song In The Air Tonight by Phil Collins captures the anticipation of joy and excitement before the chocolate is taken a bite.
4. Effectiveness
This advertisement is very effective; when it was posted, it gained massive attention from audience with positive reactions towards this distinctive advert. It makes the audience guess what brand they are watching and making them acknowledge the Cadburry brand more.
5. Personal Response
Despite the advert has nothing to do with the product itself, I thought that this advertisement is quite random but interesting. From the start, I've always known that this advert is from Cadburry (judging from their popular brand image).
Brief Overview/Summary: Three tween girls is shown demonstrating the So In Style Barbie doll and having fun styling their hair.
1. Target Audience
Most of the barbie dolls produced typically have blonde hair and light colored skin. Therefore, this advertisement wants to capture other audiences by aiming it to young girls of color, ranged from 8 until 12 years old who are also interested in fashion and style.
2. Message and Purpose
The message and purpose of this advertisement is to show the audience the diversity of barbie dolls and new features that they can do to the dolls so that any children at any race will feel comfortable as well as have fun playing the product.
3. Meaning and Interpretation
From the tuneful song lyrics of the advertisement, it clearly shows what the product is capable of doing, such as styling the doll's hair in various ways (curl, twist, straightened, etc.) from the new feature of the product.
4. Effectiveness
This advertisement is quite effective as the product is shown on the screen and is shown used by the actresses in the advertisement. For that reason, audiences will have the idea on what the product looks like and what it includes, making them more decisive in purchasing the barbie doll product.
5. Personal Response
I think that this advertisement is quite catchy and attractive from the playful song used, which also matches with the actions the actresses doing (e.g. the speech 'curl it, straightened it, twist it'). I also like that this shows that there are also other representative of barbie dolls.
Title: Barbie® A Doll Can Help Change The World | AD
Brand/product: Barbie
Duration of Advertisement: 30 seconds
Brief Overview/Summary: Different children in different settings is seen playing with their barbie dolls in various types.
1. Target Audience
The product itself is targeted for children, mostly female between ages 4-8, although the advertisement is targeted to influence or persuade parents to purchase the Barbie product for their children. The product is also suitable for children's who are playful, imaginative or creative as well as developing their thoughtfulness and care.
2. Message and Purpose
From the advertisement, it has been shown that different models of the product have been used in order to give message to parents that there are many different dolls to fit in their children's preferences. Other than that, the use of houses or rooms in houses shows children can just have enough fun playing at home as parents are finding different ways to let their children play around.
3. Meaning and Interpretation
The advertisement includes persuasive words and highlighted the word they want to emphasize with the color pink in order to make them stand out from the rest of the sentence. Furthermore, it also includes representation and inclusivity which may engage most audience (especially parents) as it enhances Barbie's brand image and brings up a positive message.
4. Effectiveness
This advertisement is effective as it includes different children of ages or sex, it shows the variety of children being able to play or use the products in order to attract parents into buying for their children.
5. Personal Response
I think that this advertisement is quite engaging especially for parents from its simplicity yet delivers a meaning the importance of the product and how it can develop children to become more better.
Brief Overview/Summary: A mom sees her daughter's resting while reading a book, when she noticed her feet extends the bed. From this, the mom gets an idea to extend the bed using the product's features.
1. Target Audience
This advertisement is targeted towards children especially toddlers from the ages of 2-10, this is because they are entering their growth period physically (which means that children during that age tend to grow taller faster). The advert uses female characters, however children of any sex either male or female can use this product. Moreover, it is directed to people who are in middle class (meaning that they are not too poor nor rich) as the price of the product is quite affordable and doesn't cost much.
2. Message and Purpose
As the advertisement shows that a mother easily solves her kid’s issue of not fitting into the bed by making the extendable bed product grow bigger easily and not taking too much effort for her growing kid’s needs, this gives a message to the audience on how unique the quality of product is as well as highlighting the surprise element it brings along through its multifunctionality.
3. Meaning and Interpretation
Throughout the whole advertisement, it gives off playful and light colors which matches the atmosphere of a kid’s room. At first it just shows that the kid’s feet extended the bed frame. When the mother starts repairing it, it makes the audience question on what is she doing to resolve the problem. At the end of the advertisement, it shows that the bed magically grows bigger without any hard work. The gesture of the child raising up her hand shows that how she fits into the bed and has more space.
4. Effectiveness
This advertisement is quite effective, although it is simple and straightforward but it doesn't fail to capture audience's attention from its new innovative Minnen Extendable bed product. This is because Ikea has a creative way of thinking by being aware of their customers needs especially meeting children's physical needs. As Ikea is a brand that is widely known by the world, they added their logo on the top left of the screen; making it easier to be recognised and capture audiences attention to continue watching the advert due to the good brand image they have.
5. Personal Response
After watching this advertisement, I personally like the simplicity of the advert (showing a problem-solution scenario) yet it tells a brilliant message behind it. I do think younger me may want this product because on how efficient and effective the Minnen extendable bed is. I also really like that the advertisement implements various camera movements and angles, thus showing that Ikea carefully think thoroughly on how their advert would impact the audience who are watching.
Overall while doing my research on all these 5 adverts in depth, I did good on finding the explicit ideas or ideas that can be seen from each advertisements, this helps me to further analyse their meanings behind them. By doing frequent advert research practice, it will help me gain inspiration for my final storyboard project. For future practices and research, I need to improve my implicit analysis on advertisements as it is still one of my struggles for research, this includes finding their meanings and how does it affect the audience so that I know what clear message the advertisement wants to deliver.
During the first week of Media Studies subject, we were explained about the overview of the syllabus for the year. This will give us direction and clear idea on what we will learn and practice for the upcoming exams later.
─── ･ ｡ﾟ☆: Week 2 :☆ﾟ. ───
In the second week of Media Studies subject, we were introduced to camera angles and camera movements. By learning this, it will allow me to understand better on how camera angles and movements can add a lot of meaning to a scene or changing the audience's perspective of the scene. Furthermore, we learned about target audience which includes demographic and psychographic. This will help me to identify my target audience specifically for my final storyboard advert.
─── ･ ｡ﾟ☆: Week 3 :☆ﾟ. ───
During week three of Media Studies subject, we analysed advertisements (4 small 1 big). The contents that we need to analyse includes: the overview of the advert, target audience, message & purpose, meaning & interpretation, effectiveness and personal response. By doing this practice, it'llhelp me gain inspiration for my final storyboard project. Other than that, we are also assigned a mini project by making a short scene implementing camera angles and movements with a partner. Me and my partner collaborate and synergise together starting from planning, recording, editing, publishing and analysing.
─── ･ ｡ﾟ☆: Week 4 :☆ﾟ. ───
In the fourth week of Media Studies subject, we were introduced to a new technical element called mise-en-scene. It is the arrangement and design of visual elements within a frame of a scene. This knowledge can help to communicate meaning of my advert effectively to the audience. Another thing that we did was starting to create a specific target audience for our project.
─── ･ ｡ﾟ☆: Week 5 :☆ﾟ. ───
During week five of Media Studies Subject, we were introduced to another new technical element namely sound, which includes diegetic (sound that happens within the world that characters can experience) and non-diegetic (sound that only the audience can hear). Besides that, we were introduced to storyboard, how to layout and draw them, as well as practice making our own storyboard based on our mini project.
─── ･ ｡ﾟ☆: Week 6 :☆ﾟ. ───
In the sixth week of Media Studies subject, we practiced section A of the exam, in which is to analyse the big ideas and technical elements from the opening scene of 'A Quiet Place'). The answers of our practice is given a time limit and will be checked by the teacher. Although my score was quite alright, there are still things I need to improve from the comments suggested by the teacher (to analyse further). Besides that, my proposal of the storyboard project is approved by the teacher so that I can continue making the draft.
─── ･ ｡ﾟ☆: Week 7 :☆ﾟ. ───
During week seven of Media Studies subject, we did a video analysis practice as a class (Opening of 'Agent Carter'). Other than that, unit test regarding camera angles and movements were given to the class (In which I got a satisfying score). I also tried to finish and get my storyboard draft approved by the teacher.
─── ･ ｡ﾟ☆: Week 8 :☆ﾟ. ───
During week eight of Media Studies subject we are introduced and starting on critical self-reflection, I like that I can expand my creativity through a presentation instead of a writing essay. However, I need to come up with long and big words to express my writing better for the final self-reflection presentation. To add, I started doing my final storyboard, it was enjoyable making the templates and starting on the sketch, but I need to manage my time better to do it faster so that I can finish the final storyboard on time.
─── ･ ｡ﾟ☆: Week 9 & 10 :☆ﾟ. ───
In the ninth and tenth week of Media Studies subject, I tried to finish everything for my blog which includes: brief, weekly plan, research, target audience, practice storyboard, mini project, proposal, 1st draft storyboard, self-reflection and final storyboard (with mini self-reflection for each post). I need to manage my time more in finishing and fulfilling all the criteria needed.
