Learning Outcome 1

Task 1
Different ways to advertise:

Live stock:

• Chickens on a conveyor belt leading the chickens to a delivery van which takes the chickens to the person who ordered them.
• This could be shown on the TV through out the day as there's no over aged contents.
• It could also be shown in the cinema before a animal related movie.

Head phones:

• Someone asks their friend where they got the headphones from they were wearing. They say customise.com you get to design them yourself and also add photo's!
• This would show in festivals, music related movies in cinema and TV in the evenings mainly on the music channels.

Burger:

• A chicken runs around the field when it goes puft in a cloud of smoke and turns into a burger with chicken legs.
• This wouldn't show before 7 as it may upset young people on tv but it would also show in the cinema.

Task 2
Clip One

Form	This advert is realistic as it shows the stages through someones life.
Style	Heart tugging, Sweet, Honest, Realistic
codes and conventions	Camera angles - They use a variety of camera angles including zoom, pan shot, tracking shot, medium close up, medium long shot. To keep the advert flowing they use a lot of tracking shots.  Iconography - The main woman is always wearing some red in someway for example most of the time she's wearing a red/pink top and during her wedding she is carrying red flowers and has red flowers in her hair also in the young birthday advert she is wearing a red party hat and has also got a red ribbon round the cake. Editing - The advert moves really swiftly and smoothly due to the tracking shots and the scene setting, without the editing the tracking shot wouldn't last very long and it wouldn't have moved as swiftly therefore the advert itself wouldn't work as well.  Lighting - Throughout the advert they use natural lighting so it looks more realistic. Sound/Music - The music used flows with the advert and gives off a warm family feel which relates to the family orientated advert.
Techniques	Hidden and overt messages - The message the advert is trying to show is that John Lewis gives good service, quality and price to anyone and any age and how that's not going to change anytime soon. Emotional responses or association - This advert is very heart tugging and I find personally that it makes me look forward to the future.
Characteristics of products or services	This advert gives a lifestyle appeal because you see the girls life in a good way and doesn't show the bad points - you see her life and maybe want a similar life.

Clip Two

Form	This advert is again realistic as it shows the past (1989) but in a way that it's present, by going through the stages of popular technology.
Style	Realistic, vintage.
codes and conventions	Camera angles - They use a variety of camera angles including close-up, medium close-up, extreme close-up, tracking shot, long shot. Iconography - Through out this advert the technology always has something to do with music, for example at the beginning the teen is placing a cassette into a cassette player and at the end the couple are watching a YouTube video on the TV.  Editing - Unlike the advert before this advert has no major editing and just jumps to the next scene instead of swiftly moving. Lighting - The lighting in this advert makes the colours look quite dull and un advertising.   Sound/Music - The music fits well with the time frame and culture.
Techniques	Hidden and overt messages - The message in the advert shows how they've always been there for the latest thing - they do this by going through different time frames and showing the latest thing in that time frame sold by John Lewis.
Characteristics of products or services	This advert is in a very vintage style and again gives the lifestyle appeal.

Clip Three

Form	This advert is realistic as there is no content in the advert to suggest otherwise.
Style	Sweet, Honest, Realistic, Dramatic
codes and conventions	Camera angles - They use a variety of camera angles including long shot, close-up, Medium close-up. Iconography - The advert uses a lot of blue tones through out the advert which would usually give a cold unwanted feel but during this advert it makes you feel warm and wintry - which relates to the Christmas feeling.  Editing - Like the advert before this advert has no major editing and just jumps to the next scene instead of swiftly moving. Lighting - The lighting in this advert makes the colours look quite dull and un advertising.   Sound/Music - The music fits well with the time of year, as it's a happy song about life.
Techniques
Characteristics of products or services	Again like most John Lewis adverts it has the lifestyle and family appeal to it.

Task 3

Clip One

1. Voice over - There isn't any voice overs used in this advert and I personally agree with them not having any as I feel it wouldn't feel the same way and ruin the effect given off.
2. Dubbing - Again like above there isn't any and again it would spoil it if there was. I feel that any talking at all would spoil the effect - for example Clip 2 uses speech in the advert and it doesn't give the same effect as the others and doesn't work s well. 
3. Jingles
4. Music tracks - The music track used in this advert give the feeling of warm, happy and loving which makes the family in the advert seem happy and perfect.   
5. Special sound FX

Clip Two

1. Voice over - There isn't any voice overs used in this advert but unlike the other adverts there is speach in this one - I find it ruins the advert but it may not work with out it.
2. Dubbing - Again like above there isn't any and again it would spoil it if there was as dubbing usually just makes adverts look cheap and uninteresting.
3. Jingles
4. Music tracks - The music track used in this advert gives away the time period so it helps for you to feel like your there but it can confuse things by skipping through the music like that as there's no smooth transition.   
5. Special sound FX

Clip Three

1. Voice over - There isn't any voice overs used in this advert and like the first one there isn't any talking in it at all.
2. Dubbing - Again like above there isn't any dubbing because none is needed to make this advert effective.
3. Jingles
4. Music tracks - The music track used in this advert gives the idea of quietness and love - this links with the advert as the adverts about hiding presents and wrapping them for your loved ones so everyone going through their christmas ritchuals.  
5. Special sound FX

Task Four

'Whats it for?'

Individual presentation - Describe the purpose and impact of advertising production for 
television

Lo1 task 4 - advertising powerpoint

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Learning Outcome 2

Generate Idea's:

Script

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Location list

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Researchissuesandneeds 120320043429-phpapp02 from Charlotte Jean

Learning Outcome 3

Pre-production:

Shooting script:

Dialogue - Voice over - If you know the person your'll know the present.
                  Voice over - John Lewis
Music - For me to you by The Beatles
Sound Effects - Ping in between every other slide.

Story board:

Between each slide I'd like a sound effect along the lines of a ping this will give the effect of magic and something appearing.
I'd like the background music soft and quiet as the John Lewis adverts usually are.

The last two slides I'd like voice overs saying the information on the slide.

Production Schedule:

Filming schedule

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Recce:
Scene 1 & 2: Locations - graffiti wall
                                       - Cement wall
                                       - Fence
Chosen location - Fence as it looked best in the camera frame and had the best natural lighting.
Scene 3 & 4: Locations - Classroom desk
                                       - Office desk
                                       - Kitchen table
Chosen location - Kitchen table as I wanted a happy family feel to it as John Lewis want's to give that idea as well.
Scene 5 & 6: Locations - Nursery
                                       - Living room/Family room
                                       - Childs bedroom
Chosen location - Living room for the same reason I chose the Kitchen - for the family feel.
Scene 7 & 8: Locations - Road
                                       - Party
                                       - Town/city
Chosen location - After a lot of thought I decided to go with the road as I didn't want the product to be placed in a place that it would stick as I want the item to be worn anywhere.
Scene 9 & 10: Locations - Car
                                         - Dining room
Chosen location - Car as this location would suit the product the best.
Risk Assessment:

Risk assessment form

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Sound and Materials List:

Materials list

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Production

Trial Examples

First Draft

Post-Preduction

Learning Outcome 4

Evaluation

My advert is very realistic in its form to an extent as nothing un-natural is happening other than the gifts appearing out of nowhere which could be viewed as magic of some sort. I have made my advert very realistic as this is the style other John Lewis adverts fall under. The advert like other John Lewis adverts would be classed in the dramatic style as it uses a lot of the same codes and conventions as a drama show/advert would. The editing on my advert is very simple as it wouldn’t suit any big flashy effects as the John Lewis adverts all have a nice relaxing family feel to them. The lighting I have used is mostly natural as it’s shot on a nice day and wouldn’t need additional lighting, the only scene that has un-natural lighting is the coffee scene as it’s shot inside a café and uses the lighting in the room which hasn’t worked as well as I hoped as it’s still a bit dark but I improved this as much as I could in Adobe Premiere using the brightness and contrast effect. The sound in my advert follows the same relaxing, warm feel to the John Lewis adverts but I’ve added my own sound effects for example the ping noise in between certain scenes and the voice over at the end. The camera angles are all very natural as I followed the same style as John Lewis and the code and conventions to a drama. My advert contains a lifestyle appeal to it just like the John Lewis adverts as the clips show you how happy the character is once s/he has the gift and how sad/bored s/he is without it.

I felt the advert itself worked well as it linked well in with the John Lewis adverts and it had a clear life style appeal to it. Although it worked well I feel the scenes go on for too long so if I was to make the advert again I would add in some more scenes and cut the current ones down so they’re not so long. After showing my advert to the class my feedback as mostly positive with only a few little things I needed to change like the transitions, which I removed after this comment and I can personally see how much it has improved now, the giggle at the end of the coffee scene, I hadn’t personally noticed this so I’m glad that the class did so I removed this.