Audience - what,where,who and why? adverts to housewifes - link to america
Market - existing adverts, products/brands (link to target audience)
Production - resources/locations/contributes from cast crew/viability
PROPOSAL
Your idea/how you intend to produce it
Link to your research - Justify your approach
Remember - Formats/Techniques
POWER OF PERSUATION/ LINES OF APPEAL
Empowerment for housewives has changed from the 1950's period to the current date as modern housewives want to feel power instead of seeing footage of a woman smiling at the sink for using fairy liquid or pulling a turkey out of the oven as they feel more independence. We don't want to be degrading or condecending as both males and females are attracted to different forms of advertisements. Where as men want to see women in bikinis offereing the product or vice versa all the women are attracted to the man for using the product e.g: Spraying lynx will make all the girls chase after you whereas women on the otherhand appeal to advertisements that enhance the circumstances they live in to make their life easier therefore benefitting for them. Visual depicitions of women enjoying the product will also benefit us as it envisions. We will air weekday mornings and afternoon when husbands are at work and the children are at school. Even publish an advert in mommy blogs and domestic lifestyles. Not only focus on core needs and desires but priorities aswell. Women are very social then we will use social direction for her to answer the call after she has just locked her husband in the wardrobe via the power tool.
Housewives come from many different classes and wealth therefore we will air our advert on smaller audiences with less cost per spot as well as larger audiences which cost more per spot. Channels that consist within the smaller audiences are as follow; true movies, I.D, heart, itv3 and style compared to those within the larger audiences such as; five,film 4, itv2, channel 4 and E4.
We targeted our product to housewives as there is over 6.2 million living in the UK despite them having different characteristics we've decided that as a distinctive group this product will appeal to a large amount, we want to formulate the viewing for wanting to increase their independence therefore doing a mans job. The resources currently available to women is openly the same variety to men although some power tools have been designed especially to cater for women as the aesthetics appeal to them.
Within the production techniques although we have the skills required to produce an advert, we need extra assistance to act as we will be focusing on the lights, sounds and the camera angles therefore we depend on our friends to take part within the production.
Proposal:
Our groups proposal is to base our production at York College as our location to film. We will require two actors and a power tool. The woman will be drilling nails in to the door (a close up will be shown), trapping the man behind the door as he is banging to get out with information spoken to sell Black and Decker power tools to women. - Tough tools for Tough women. The logo appears at the end.
Our form will use a realist narrative in a linear format using a humorous style. We will use a shot reverse shot as our camera angle to get the reaction of both actors to incorporate their reactions with the female wearing black dark clothing to show she is the one with empowerment and he will look innocent with bright lights behind him even though he is guilty. Giving women a solution to the fear of men cheating.
Comparing black and decker adverts;
Brand - Black And Decker:
(Cordless Drill)
A previous advert: http://www.youtube.com/watch?v=UiRKNmumZk8
This advert is very old and you can tell this first of all by the camera quality and the colouring in the camera, it is a very dark and boring picture and the advert doesn't have much to it. The advert wouldn't be classed as entertaining or humorous, it is more simple and straight to the point telling the viewer what he is trying to sell and the reasons why you should buy the product.
(Twistlok Drill)
A previous advert: http://www.youtube.com/watch?v=5xT6Z1AJAfc
Following the simple theme running through all Black and Decker adverts this advert has better camera quality and its very quick and simple, showing the product, saying what it does, and how well it does it. This could be more aimed at men as they may have been thought to prefer adverts being simple and straight to the point, whereas women may want more visuals and exaggeration.
(Vacuum)
Compare advert from the same company but different tools: http://www.youtube.com/watch?v=PmzQHZ9lM6k
This is an advert for a different product that black and decker sell, not a power tool but a vacuum, this advert is also very simple saying what the issue is and what the product can do to solve it, showing a clean pristine house, with everything being straightforward.
By looking at the Black and Decker adverts i have learnt that they like to make them as simple as possible and straight to the point, this is probably more aimed for men as they like the simple things and just knowing that it will work and how. A woman may want a slight bit more entertainment in an advert they watch with more humour, colours and visuals. We will take this into consideration and try make ours more visual for women but at the same time simple telling you what the product is and does.
Women Advertising:
John Lewis advert.
http://www.youtube.com/watch?v=asfhGQz0oYc
This advert uses a lot of techniques to show it is aimed directly at women, for starters John Lewis is a big department store that has everything in for every need and is aimed alot at women for all the clothes and home items are what attract allot of women. This advert shows all the aspects of a stereotypical womens life as the grow old, it doesnt feature men as much and mainly featured on the woman. Also by showing the min events what happen in a womans life such as Birthdays, Pregnancy and having children, Wedding and big arguements, this can create sentimentality and cause the woman to reminiss and think about theyre main events and connect with the advert.
Adidas Women advert.
http://www.youtube.com/watch?v=Kwq-3qqQHeI
This advert feautures no men whatsoever there for aims directly at women especially single ones. The main theme in the advert is fitness and sports this shows both women keeping their bodys fit and healthy and doing a sport as a hobby or talent. It shows strength in women and that they can do just as good if not better at sports than men, it shows them hard working and concentrating putting a lot of effort in to either be good at what they do or have their body to a certain fitness.
Prada advert.
http://www.youtube.com/watch?v=JgaGXv1XnrA
In this advert is features only women wearing different outfits that are supposed to represent their personality, also as the advert moves through the different women the song playing over is changed to show the difference in these women. The women chosen are aimed at other women with them being what people would class as beautiful and still classy and well dressed, whereas when an advert with women is targeted at men you would see your more 'sexy' woman wearing less clothes and not showing women power very much.
Every advert i have watched for research on existing women adverts have all contained the woman being in power and showing how independent and strong women are, this shows that it will be easier to make the advert as the power tools clearly would give a woman power, strength and independence. Also beauty is a big factor women look for in an advert, not 'sexy' as men would look for but beauty and elegance with class, we could use these ideas in our advert using a well dressed nice looking woman.
One way that adverts are effective is when they have a hidden or overt message, the reason that this works so well is because the adverts that predominately have hidden/overt messages have clever entertaining visuals that make the audience want to watch them because they are intrigued; an example of this is the new Cadbury Dairy Milk advert, which is linked below. In this advert the product is included but it is not the main concentration of the video.
This can also be achieved with celebrity endorsement, as it makes the audience want to watch the advert as they are intrigued by the inclusion of a celebrity they know. Also celebrity endorsement can create a long term association between a product and a celebrity; this is good because all a brand needs to do is include a celebrity in one of their adverts or a series of their adverts and the link will always be there so there is a long-tale for the company as they will continue to sell products because of the celebrity endorsement. An example of this is the Turkish Airlines advert that includes Lionel Messi and Kobe Briant. This is linked below. In addition celebrity endorsements are used to associate a certain prestige/class to a product so that the audience are more likely to buy it.
