Audience Reaserch
Audience Reaserch is reaserch on the advertisment's target audience. It aims to gauge what elements appeal to and what doesent appeal to them.
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This is incredibly imporant, as not completing Audience Reaserch can lead to a massive waste in the money provided for an advertisment in the professional industry.
An example of this would be to hire "Robert Downey Junior" over "Chris Evans" as an actor, but Chris actor appeals to your target audience (chris evan fans) more.
By hiring the less impactful person, the money has basically been wasted.
This also extends to other parts of advertising like medium, genre, uses and gratifications, etc.
QUESTIONNAIRE
Psychographics
In media, PSYCHOGRAPHICS are used to seperate the different groups of people that may watch your advertisment. Unlike Demographics that creates groups based on income, Psychographs seperate the groups by PERSONALITY
Image explaining the groups (Provided by school)
In my questionnaire, i simplified the descriptions, as well as removing as many negatively connotated words as possible. (i mean, Aspirers care about how they appear and they probably wont choose aspireer if i put that in the questionnaire)
​This is how i wrote about each psychographic group in my questionnaire
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Aquitisitive, fashion sense, charismatic, cool items
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independent judgement, anti materialistic, socially aware, enlightenment seeking
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need for discovery and challenges, trying out new things, young in nature, want new sensations
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self confidence, strong goal, organised, seek pristige/the best, relax often, control is important.
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unchanging values, nostalgic past, tradition, wish for safety in economy, familiarity is best
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live for today, luck is important, enjoy fantasy or sci fi more than all others
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Daily routine defines their life, life with the group, mainstream, established brands better, security in life is important.
FOCUS GROUP
A focus group is when a small group of the target audience are interviewed/asked about their opinions regarding the project in it's early stages. In some cases, the focus groups can also be used at the end of a project to identify adjustments that can be used to enhance the final outcome.
Focus Group
Interview
Part 1
Part 2
Part 3
Part 4
Note: in my interview, i only asked for my interviewee's opinion and thoughts on the second two advertisments. This is because after a bit of thought (as well as the focus group results, i realised that the advertisment was too violent for use on telivision. Also, the advertisment was quite negative, which could worsen the issue rather than improve it.​
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Material For Focus Group
Idea 1: Seek Help
Video Idea Synopsis:
Jack is a teenager with depression. They act normally on the outside, but this is contrasted with self harm, hopelessness and suicide attempts on the inside. The story ends with Jack having committed suicide, and then the “seek help \n Before it’s too late” message is displayed.
Print Advertisment:
The Print advertisments will basically be stills of Jack. Half it will be in shadow and half will be in the light.
The advertisment will made based on the scenes in the video advertisment (links together).
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Basically based on the sketch i made, it would be a piece of food in the light and a hand being cut in the darkness. The print advertisment will also have text with the "seek help" message. Also, i may have some advertisments with a variation of the massage, being something along the lines of "This could be happening to anyone around you, even friends or family"
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I will also definately make the endcard a print advertisment (or vice versa)
Moodboard
Print Advertismnet
Video Advertisment
Main Idea influenced greatly by the video above (and music)
Quick experiments/low quality samples of scenes that would be used
Throughout my advertisment (video), i will use contrasts between the main character's outside/normal life and them cutting themselves, juxtuposing happy elements/moments with sad or bad ones where they are vulnrable and in pain.
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contrasts will be the main focus of the advertisment as they can be quite interesting if i dont mess up.
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The contrasts will mostly be made with a match cut. I feel like this would be a good choice at connecting the shots. However, some experimentation may be needed to see if there are other angles that can engage the audience better.
This is something i also want to include. its really rough, but basically depicts how the character is worn down as the cycle repeats (inspired by the instagram link in the moodboard, something i want to add idealy).
in the end, they fall over, ending the advertisment with the endcard detailing the message.
In the end, they will be shown in a flickering light, having hung themselves.
Idea 2:
Synopsis:
A narrative advertisment showing the main character’s struggle alone in order to overcome their addiction.We are shown them resisting the temptation but failing every time. They then tell their family and seek professional help. This kick starts a chain reaction that leads to their recovery (montage on the key moments of their journey)
Moodboard:
Print Advertisment:
Video Advertisment Moodboard
My idea follows the basic storyline. however, rather than a voiceover we are shown what is happening in a more visual focused way (the audience sees what is happening and sees their experiences rather than them being told what happened)
Video Advertisment Storyboard
Basically the same as the advertisment I used as inspiration, but more scenes and no narration.
Idea 3:
Synopsis:
Schizophrenia: Jack experiences schitzophrenia. The piece is done in a POV angle, featuring hallucinations and showing reality in a warped manner, as this will kind of allow the viewers to experience something at least kind of close to what schizophrenia affected people experience .
Video Advert Moodboard:
I found this online, and it is basically what i had in mind. (starting after he wakes up). Idealy my final outcome would look and sound something like this.
I also want to include some parts that make the real viewer dizzy and disoriented as well, increasing the effect.
Print Advert Moodboard:
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Print Advert Mock-up
