This is my practice storyboard (click read more and zoom in)
Self-reflection:
For me, It's easy to figure out the camera angle and movement and since it's simple camera angles, I could draw the shots easily. What's bad and difficult is drawing as I'm not good at drawing and figuring out the mis-en-scene in as there aren't much portrayed in the shots. Because I already listed out the things that I should write in a storyboard (e.g. shot number, type of camera angle/movement, mis-en-scene, etc.) I can use this practice as a reference and a guide to how I'll make my actual storyboard.
I chose Fresh Juice Blender as the product for my storyboard as I find it efficient to use due to its portable and silent feature and how it's not time-consuming because you don't need to wait for your fruits and vegetables to blend before going to work. Instead, you just need to put the desired ingredients, blend on the go, bring it to work and not disturb other people as you blender and not miss breakfast, and for that reason, workers from middle to high-income earners are my target audience since their priority may be mainly their fast-paced and undisturbed work instead of maintaining their health.
The idea I have is to portray 2 business managers (man and woman wearing suits) that works in the same company coincidentally meeting in the library where it starts with the man coming into the library with a huge blender on goes to a corner to blend his fruits and it cuts to the woman shushing him and he blenders again and it repeats thrice until she's frustrated. However the last time, everyone is frustrated and throws their books at him and he gets knocked by one and falls to the ground, mixed with all the books. It then cuts the the scene where the woman is back sitting in her table, peacefully reading with her Fresh Juice Blender in the side.
After discussing with my teacher, my idea changed to:
The idea I have is to portray 2 business managers (man and woman wearing suits) that works in the same company in a business meeting where it starts with the man using the blender while other coworkers are having discussions. It cuts to the woman shushing him (the fresh juice blender already beside her but still blurred) and he says sorry but blenders again and it repeats thrice until she's frustrated. However the last time, everyone is frustrated and throws their notebooks at him and he gets knocked by one and falls to the ground, mixed with all the books. It then cuts the the scene where there's calming music playing and the woman (the other manager) is back sitting in her table while the Fresh Juice blender is already running, turns off her Fresh Juice Blender, and drinks from it while brainstorming.
Self-reflection
Since making a proposal requires creating the specific idea of the storyboard, I can use it to start brainstorming the scenes I can make to portray it. This helps me to not get sidetracked and make scenes that gradually trails off the main idea that I have and avoids an ending that either doesn't make sense, or doesn't correlate to the original idea. Not only that, by making a proposal and giving it to my teacher, I can gain feedbacks to what I should change in order to improve it and have suggestions of other possible ideas that may attract the target audience better.
The text is an extract from a quiet place, The film maker uses technical elements as they want to show a family with a strong relationship amongst each other where they are temporarily residing in an abandoned supermarket, hiding from the cause of why they aren't allowed to make any sort of sound.
The film maker shows the audiences that the characters are residing in an abandoned supermarket by zooming out as a camera movement to view the outside of a dusty supermarket where no one can be seen nearby and how there are dried up leaves everywhere. From this, the audiences can imply that there are no one there to sweep up the leaves or clean the windows, therefore giving the place a sense of abandonment as usually if there is someone running the store, they would clean the front of the store so that customers aren't reluctant to come due to them being unhygienic. Secondly, the inhabited shop can be shown by the dark lighting from deep inside the supermarket and fading light only coming from the window near the entrance of the supermarket instead of the light equally spreading across the room. The audiences can imply that the broken lightbulbs are caused by a power outage leading to no electricity which may be caused by the unidentified danger outside, also the potential reason as to why there are no people around as they may have already left, leaving no one in charge of the store nor the area around, therefore the characters in the movie had to rely only on natural sunlight. This may give the audiences feeling of suspense as they may get the idea of the potential danger being near since the area has already been affected. Thirdly, to support the image of an abandoned supermarket, the film maker uses props like scattered plastics or papers on the ground to give the audiences a thought that it may be caused by people rushing to get the things they need before escaping the abandoned town, therefore careless accidents leading to scattered things happening due to people being scared and are panicking.
1. Product/Company Description: Company/Product Name: Portable Blender Bottle from Fresh Juice Product Overview: The portable blender bottle has a wireless and USB charging feature where you just need to place the blender on either a charging pad or charge it with a cable and it will start to charge. One charge lasts for 15+ blends & it recharges quickly. It is the only portable blender in the market that is fully waterproof amongst its competitors and can blend frozen fruits, nuts, leafy greens, and more in under just 30 seconds.
2. Target Audience Demographics: Age: 21-35 years old Gender: Can be both women and men Income Level: Middle to high-class income earners Education: Since the product is quite expensive in accordance to their high quality and waterproof feature, they are mainly targeted to workers who earns middle to high income levels where most of these people have completed either their 1 or 2 semesters in university. Occupation: Business owners, managers, team leaders. Geographical Location: Large cities where large businesses resides as they pay their workers higher than small businesses in the countryside or less crowded cities.
3. Target Audience Psychographics: Interests: The target audiences would be people who likes to eat healthily or maintain a healthy diet, therefore would like to consume more fruits and vegetables. Lifestyle Choices: Workers who buys this product may want to achieve a healthy lifestyle as according to the "stereotype", they tend to not care what they consume and instead focus more on their work. Values and Attitudes: Since their goal is most likely to maintain a healthy balanced diet, they should have values like disciplinary, consistency, and are willing to try new ways or products to achieve that. Opinions: Some people will reconsider purchasing the product due to safety reasons such as people might be worried that the blade might suddenly fall off or rust and alter the efficiency of the nutrients and minerals of the fruits.
4. Understanding Consumer Behavior: Needs: By using the product, the target audience won't need to spend a long time waiting for their fruits and vegetables to blender completely at home when they can do and walk to work at the same time, therefore increasing efficiency.
Motivations: To create a healthy lifestyle or to change their lifestyle and break the stereotype where people think workers just go to the office, sit down, work, and repeat without caring about what they eat and their nutrient intake. Pain Points: The target audiences won't need to spend a long time making their breakfast or whenever they want to make a smoothie or juice, therefore they can focus on doing other things and they won't need to worry about being late. This is the opposite of when they have to use an actual blender, where they still need to plug the cable, wait for the fruits/vegetables to blend, move it to a cup/bottle/glass and in addition to that, the transferring process can be quite messy. So in the end, they'll also have to clean the mess and take longer than it should be.
Competitor's Target Audience: Everyone excluding little children.
6. Target Audience Persona: Persona Name: Single business men and women Age: 28 years old Gender: A female and a male Occupation: Both are managers in different work areas in the same business Interests: The woman likes to do makeup and create simple fashion designs as a side while the man is a workaholic
Lifestyle: They both try to pursue a healthy lifestyle in the midst of the busy working environment. Values and Attitudes: They're both open to trying new things/products, both motivated and dedicated people and are driven by achievements/past achievements; e.g. awards from their workplace or promotions. Needs and Motivations: To find a partner Pain Points: They have really different interests
7. Aligning Advertisement with Target Audience: Message: Their life stories are blended together just like different kinds of fruits being blended. Visuals: The woman is using pastel colors while the man is using monotonous colors and as they connect with each other, they start to blend their styles together. Tone: Being able to feeling a sense of belonging and connectiveness that can happen even with the people that you have really different interests with.
Self-reflection
Researching about my target audience enables me to create realistic and relatable ideas for my advertisements. This is as for example, by researching about their age, gender, and income, I can direct my advert to attract specifically to that demographic by e.g. using either music or fashion style that is trending amongst that age range. Not only that, by researching their needs or interests and lining the advert with them, my target audience will more likely engage with it as it matches with them or their preferences. This way, they may be more willing to purchase my product as they are connected with it on a personal level.
This is my weekly progress for the advertisement project
Week 2
I was absent but i was introduced to the brief
Week 3 - Analyze ads and the elements they use to attract target audiences - Start working on the storyboard research - I need to research 2 other ads
Week 4 - We learned about what contributes to mis-en-scene; lighting, focus, makeup, hair, etc - We analyze meanings we can find from an opening of a movie - Made a research of the product that we're going to make an ad for in the actual storyboard
Week 5
- Sound (diagetic and non-diagetic)
- Learn how to storyboard
- Make a practice storyboard based on the mini project
Week 6
- Quiet place text analysis
- Proposal for storyboard
- Learn about editing techniques
Week 7
- Do unit test
- Another text analysis
- Finish draft for storyboard
Week 8
- I started on my final storyboard and it's going smooth so far
- Im finishing my 1st draft for my storyboard and it's taking longer than i expected
- I started the critical self-reflection and I think it will be difficult as it should be really detailed
Week 9
- This week we learn about passive audience, the types of news directed to passive audience, and real life case studies
- This week we complete the final storyboard project and critical self-reflection
- We also made sure we labeled all our blog posts and added a self-reflection at the bottom of each one
Self-reflection
Making a weekly progress helps me put myself on track towards the big objective, making the final storyboard. It keeps me focus on what I have to do every class and prevents me from getting distracted. Not only that, tracking my progress and seeing that I'm on pace and not behind can motivate me to maintain my efforts.
Duration of the Advertisement: 1 minute and 1 second
Brief Overview/Summary:
1. Target Audience
The advertisement is mostly for middle-class, middle-aged men (18-30 years old).
2. Message and Purpose
To tell people to start saving for insurance
3. Meaning and Interpretation
The advertisement uses Snoop Dogg to capture the attention of the targeted audiences
(middle aged men) and it consists vulgar language and imagery such as the guy going
into a party/club where a lot of women are involved.
4. Effectiveness
The booming intro music catches the target audiences, especially with the fact that it is one of Snoop Dogg's songs, a celebrity famous amongst young-middle aged men.
5. Personal Response
To me, it was really cringy and funny at one point because of how I didn't understand what was going on until
the very last second where they showed the title of the advertisement.
6. Comparative Analysis (Optional)
If relevant, compare the advertisement with other ads from the same brand or competitors.
Discuss how this advertisement stands out or differs from others in the same category.
Title of the Advertisement: Cadbury's Gorilla ad
Brand/Product: Chocolate
Duration of the Advertisement: 1 minute and 30 seconds
Brief Overview/Summary:
1. Target Audience
Young teenagers from the age 12-20 years old
2. Message and Purpose
Eat chocolate
3. Meaning and Interpretation
The advertisement visualized a gorilla playing drums that isn't in any way
correlated to the brand that is being advertised,
therefore it imposes confusion that gradually turns non-sensical and funny.
4. Effectiveness
The advertisement attracted young teenagers by playing a catchy, trendy music and the confusion
that ends up being funny because of how it just doesn't make sense.
5. Personal Response
The advertisement was really funny and confusing at first as I didn't see
the correlation of the gorilla with chocolate,
which is the product that is supposed to be advertised.
6. Comparative Analysis (Optional)
If relevant, compare the advertisement with other ads from the same brand or competitors.
Discuss how this advertisement stands out or differs from others in the same category.
Title of the Advertisement: Barbie so in style doll
Brand/Product: Barbie doll
Duration of the Advertisement: 30 seconds
Brief Overview/Summary:
1. Target Audience
Young girls of color that ranges from 7-12 years old
2. Message and Purpose
To show different ethnicity barbie dolls for children to play with.
3. Meaning and Interpretation
The different colored barbie dolls shows the awareness of the brand of the different ethnicities within the society.
4. Effectiveness
The advertisement captured the attention of y-oung girls of color that ranges from 7-12 years old by advertising a
different kind of product than usual where they usually just produce white barbie dolls.
Not only that, the catchy trendy music from the very beginning will for sure catch the target audience's attention.
5. Personal Response
As Barbie is my childhood toy, the ad attracted me as it is nostalgic to me but as someone who is seeing an
old ad, the song doesn't appeal to me anymore, but instead cringed me.
6. Comparative Analysis (Optional)
If relevant, compare the advertisement with other ads from the same brand or competitors.
Discuss how this advertisement stands out or differs from others in the same category.
Title of the Advertisement: Shopee 12.12 x Stray Kids - Shopee Birthday Sale 2020
Brand/Product: Shopee
Duration of the Advertisement: 1 minute 30 seconds
Brief Overview/Summary:
1. Target Audience
Young teenagers up to middle aged people that can be from any social class.
2. Message and Purpose
Shopee aims to attract more young teenagers up to middle aged people to use Shopee as their main online e-commerce app.
3. Meaning and Interpretation
Shopee uses mainly orange as their theme to build their personal branding as an app that uses the color orange
as their main color so that when people see orange, they can associate it with Shopee.
4. Effectiveness
Shopee successfully attracted the attention of young to middle aged people by using Stray Kids, a popular k-pop
boy-band amongst mostly the young generation, as their brand ambassador in the ad.
5. Personal Response
For someone who isn't involve in the k-pop fan community, I was quite attracted to the ad as bright colors were
imposed to me as i watched the ad and the catchy music attracted my attention.
6. Comparative Analysis (Optional)
If relevant, compare the advertisement with other ads from the same brand or competitors.
Discuss how this advertisement stands out or differs from others in the same category.
Title of the Advertisement: IKEA Feel Alive Again
Brand/Product: Home Living Products
Duration of the Advertisement: 1 minute 58 seconds
Brief Overview/Summary:
1. Target Audience
Middle class families ranging from new starting families that have just bought a home and are needing new furniture and families that are moving houses that might want to renew their furniture to establish a new environment. It is targeted to middle class families as Ikea home living products are quite expensive with them producing and selling high quality products.
2. Message and Purpose
Ikea's advertisement was made to appeal to the watchers, especially families about the comfort their products bring to families as not only are they high quality products, it is suited for families as they are safe for children and they are known to be sustainable where this can allow them to save money for their children instead of using the money to change their furniture every 3 years because of for example, the leather peeling off or the wool ripping off.
3. Meaning and Interpretation
The robotic expressions expressed in workers infers the working environment of jobs in general where in most cases, people just come to a monotonous routine of just sitting, working, and repeat with no intervention. However, when the workers come home to their family, their expressions change to being full of emotions. This shows the importance of family and the existence of home in itself that you can go back to, especially with Ikea furniture in the house that gives comfort and warmth where families can gather together, in addition to the furniture being self-assembled, meaning that they are encouraging families to build the furniture together and spend quality time.
4. Effectiveness
Ikea successfully captured the attention of their target audience by resembling the reality of the working environment and when working people see the advertisement, they can see themselves in those robotic expressions where they can relate to it and feel connected with the characters inside the advertisement.
5. Personal Response
3 seconds into the advertisement, I could immediately catch on to the message that Ikea was trying to convey to their watchers as the concept that they were trying to achieve was quite predictable to me. To me, their way of conveying the message was nice as it was straightforward and not confusing where you didn't have to look too deeply into the meaning.
6. Comparative Analysis (Optional)
If relevant, compare the advertisement with other ads from the same brand or competitors.
Discuss how this advertisement stands out or differs from others in the same category.
This is my self-reflection for this research
For me, it was easy to figure out the target audience due to the mis-en-scene displayed in the ads, for example, the trendy music, how the actors dressed like teenagers (in the barbie ad). What's difficult is figuring out the meaning of some as they have hidden and deeper meanings behind the ad. Doing this research helped me gain the knowledge of how I can use the technical elements effectively to attract the target audience for my ad.
