Documente Academic
Documente Profesional
Documente Cultură
Sareena Bains
S12794709
MED5104
Managing Media Projects and Dissertation 20142015
Submission Date:
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Degree Enrolled In:
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Table of Contents
1
MY PRODUCTION CHALLENGE
THE CONCEPT
5-7
7-9
9-10
CRITICAL EVALUATION
10-12
BUDGET
13-14
REFERENCES
APPENDIX
3-4
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16-17
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My production challenge:
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The concept:
The advert is based around a woman aged 20 in Birmingham where the
use of clothes is used as a metaphor to signify obesity.
After another 2 seconds, the tagline for the campaign appears- Terminate
Obesity, escape cancer.
help audiences relate this to them selves and create a connection. This can
be referred to the uses and gratification thoery where they use this advert as
reflecting their own identity to the woman in the advert. (Jacobus, P
2001:279). Although this is one area I have looked at, I still feel that the area
of camera angles, lighting. mise en scene and background sounds are areas
in which I need to continue to look into so that my end product is presented as
an industry standard advert.
Although there are elements to look into, I personally feel that I play a
strong candidate to fill this role through my previous experiences. During
University I have undertaken many television modules which have helped
develop my camera and editing skills.
Having taken MED2105 Drama Workshop, I feel that this module will help
me dramatically in this project. A key lesson I learnt was the consequences of
working with a group, which lacked motivation and enthusiasm towards
producing good quality content. This meant I needed to take control and work
on each role. Although this was stressful, looking back, I feel that this has
polished both transferable skills e.g. being organised, and my overall skills on
each role e.g. director, camera, sound etc. If anything this has now given me
more confidence to pursue this project and deliver my vision.
MED2105 Music TV and promo production reinforced the use of styles and
conventions in different promotional material. To some extent this can be
useful as this campaign can be looked at promoting the awareness of obesity
and the increasing risks of cancer. Having gained experience to a shoot on
location and interact and build relationships with actors and musicians are a
few of many elements I can bring to the table. The fact that I enjoy working
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within this field, I also work with small companies, charity organisations where
I film events and edit content. These opportunities have helped me gather
external experience with a range of equipment and have therefore made me
more knowledgeable into the technical side of videography.
Recently I am also fortunate to have started work with BCU as apart of a
TV runner for external commercial uses. This is an area which I feel will help
to develop my creativity of producing adverts as I will be able to receive some
hands on experience from industry standard companies before I undertake
this project.
Taking on various roles in this project can be challenging however from
previous modules, I understand the importance of organisation and timing. As
a result I aim to finish my final proposal of the concept with locations, budget
and scripts by September 2015 so that I can continue the pre-production
process with efficient time to think of contingency plans.
projects I have been involved with are created for entrainment purposes
whereas this project allows me to challenge myself and construct a creative
message, which can impact and help our society for our future. The topic in
hand is viewed as a gap in the market as many if not all obesity campaigns
focus on solutions to make a fitter society or changing food consumption.
However, we believe that that start involves accepting the problem and
understanding what risks can be caused (i.e. cancer). This is the area in
which our campaigns plan to acknowledge. Mick Cornett the Mayor of
Oklahoma also compliments this way of thinking by stating how the first step
to reducing obesity is accepting that youre obese. (TED. 2014. (Online)
The fact that I havent created an advert before will also help build my
portfolio where I can gain experience in producing advertising and potentially
open up more doors as a videographer. Having the chance to work into this
field will also reflect my willingness to trying challenges and projecting my
creativity through different outlets of videography.
Critical Evaluation
Looking at current health campaign ads, has given me guidance as to what
I would like to produce. My research in existing and competing media covers
obesity overall, as the link between cancer and obesity has not yet been
looked into.
Please refer to Appendix 2 for the adverts I refer to in this section.
From research, it has become apparent how campaigns, which attack issues
in society, are in my opinion highlighted in two ways, emotional and
unemotional. As an emotional approach, Daniel Michelis (2011: 8) expresses
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moulds an iconic song to fit into the theme of obesity. The fact that the song is
positive, this has influenced the advert dramatically to give off a happier
ethos. Fiske express how most texts contain preferred meaning (intended by
producer) however also offers a polysemic approach to create own
assumptions (Fiske, J.2011: 127) This advert to some extent can highlight
Fiske approach to interrupted. Firstly it is apparent that the preferred meaning
relates to the tagline of stop making excuses to loose weight however I also
feel that this advert unites different people together which have issues with
weight. The fact they are happy singing about the same problem can suggest
that people are not alone and that weight issues affect many.
Resource Five is another campaign which I was drawn to and had
impacted my concept for this project. From this advert, it became apparent
that like smoking, obesity is something, which individuals have control over
and is one out of a few areas in which society can prevent. As a result I was
intrigued to widen my search to look into smoking adverts where the use of
language in Resource Five and Six had inspired some elements of my
concept. In both adverts, metaphors have been used to replace the word
smoking into other habits, which are not so harmful (farting and earwax
picking). This as a result creates the advert to have a slight sense of humor
yet still delivers the message across. This is something, which I felt a simple
play on words was creative and effective.
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3.493.20. Please do take into account that this is a budget if this was the
real world. The fact that this topic is related to public welfare, we aim to
receive no money from this and therefore our budget (with the help of our
client) will be limited and will mainly consist of voluntary roles. As shown on
the table the process starts relatively early (July 2014) as we plan to receive
help in regards to funding.
Our main aim is to pitch to Teenage Cancer Trust in the early weeks of
October in order to propose a budget and see what facilities they can offer. As
a result I aim to finish specific material like storyboards, scene orders by this
time so that I will be able to show that this is what I plan to create. Having
planned to speak with Teenager Cancer Trust at an early stage could also
allow me to amend my idea to their opinions considering they will be
perceived as our client. It is also worth mentioning that as a contingency plan
we also currently looking at other organisations based in Birmingham.
In relation to the distribution of the event, we would preferably like it to be
on television however realistically we understand that Teenage Cancer Trust
wouldnt provide us with this budget. As a result we plan to use free space
advertising where the campaigns YouTube account will be connected to a
website that supports the campaign. Having Teenage Cancer Trust as our
client will allow us to have professional context and with the help of this,
society may be more attentive.
Bibliography:
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Cantor, D. (2014) [Online]. 5 Tips for Making an Effective Video Ad. Available:
http://www.inc.com/doug-cantor/5-tips-for-making-an-effective-video-ad.html.
Last accessed 16th May 2014
Daum, K (2012). Video Marketing for Dummies. New Jersey: John Wiley &
Sons. 10.
Evans, D (2003). Emotion: A Very Short Introduction. Oxford: Oxford
University Press. 26
Fiske, J (2011). Television Culture. 2nd Ed. New York: Routledge.
Hall, S (1997). Representation: Cultural Representations and Signifying
Practices (Culture, Media and Identities series). Milton Keynes: SAGE. 4.
Health and Social Care Information Centre, Lifestyles Statistics. (2013).
Statistics on Obesity, Physical Activity and Diet: England, 2013. The
Information Centre for health and social care. 1, p4-36.
Jacobus, P (2001). Media Studies: Institutions, theories, and issues. South
Africa: Juta and Company. 297.
Lacey, N (1998). Image and Representations. Hampshire: MacMillan. 132.
Machin, D and Mayr, A (2012) How to do a Critical Discourse Analysis,
London: Sage.2.
Michelis, D (2011). Pervasive Advertising. New York: Springer. 8.
Parkin, D. (2011). The fraction of cancer attributable to lifestyle and
environmental factors in the UK in 2010. British Journal of Cancer. 105 (2),
10.
Pegg, C. (2012). [Online] The importance of Video in Marketing. Available:
http://www.b2bmarketing.net/blog/posts/2012/02/02/importance-videomarketing. Last accessed 16th May 2014.
Pigott, I. (2014). [Online] OPINION: Farmers can help overcome obesity
crisis. Available: http://www.fwi.co.uk/articles/10/05/2014/144380/opinionfarmers-can-help-overcome-obesity-crisis.htm. Last accessed 13th May 2014.
TED. (2014). Mick Cornett: How an obese town lost a million pounds.
Available: http://www.youtube.com/watch?v=raCIUeGUr3s. Last accessed
24th May 2014.
University of Birmingham. (2014). [Online] Obesity in the UK. Available:
http://www.birmingham.ac.uk/research/activity/mds/centres/obesity/obesityuk/index.aspx. Last accessed 13th May 2014
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Appendix:
Appendix One:
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Appendix Two:
To be referred to in Critical Evaluation
Resource 1: Measure up - https://www.youtube.com/watch?v=9dL4lN6GKi4
Resource 2: Eating out- https://www.youtube.com/watch?v=1gCTX2EfUUs
Resource 3: Grocery store http://www.usatoday.com/videos/money/2012/10/04/1613625/
Resource 4: Tomorrow - https://www.youtube.com/watch?v=Vtil_kFMvoU
Resource 5: Social Farter - https://www.youtube.com/watch?
v=sxCM5Mb5Hnc
Resource 6: social ear wax picking - https://www.youtube.com/watch?
v=yKTxqojfgmQ
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