Tuesday, 13 May 2014

Analyze an Advertisement – Vauxhall Zafira Advert

Vauxhall Zafira is a brand of car.Values of it are forward thinking,passion,innovation and quality. I would like to use Maslow'hierarchy needs and demographics,geographics,psychographics to analysis the target market and audience.


A foundation of Maslow'hierarchy needs is physiological which means that this car achieve physical requirements for human survival--protection. The space of the car is big and it provides many places for storages. People sit in that car is safe.The storages may include many foods and drinks. It is really important for a family customer.The cars also get twin seats and airbags.From the functions,customers can be protected from the cars and feel convenience.

 Next one is safety,people who purchase a car achieved an economic safety.This means that you get enough money for your life.Even you spend a huge amount of money to purchases a car but it does not influence your rest of life.

Next level is love and belonging, a person who owns a car can spend more times with friends and family.In addition,this such big car can carry more than four passengers.It is suitable for travel with family and friend.

The second level is esteem, a stylish design and multi-functional car makes people feel respect by the other. A car owner will become more self-confidence.It aids for increase self-esteem.

First level is self-actualization, a driver feels easier for problem solving. Sometimes drivers may find several problems like buying too many stuffs and the car without any space carry them or many friends and family need to sit on it but the car cannot provide many seats. The cars of Vauxhall Zafira include a big space and multi-functional. There is no problem with carrying too much stuffs and people.


From the geographic aspect, the advertisement always mention that the cars are comfort and safety so the speed of car is stable.Meanwhile,the cars include many functions so it is suitable in any climate and weather in different places.Moreover,this commercial broadcast in the UK so  the target market must be British.


Another aspect is demographics, age of the target customer is around 30-40.Also, in the advertisement, the actors are children and the other family member. In this case, we may know that the target customer must be family. In a family a meal is to be a leader. So the target would be men. Man is interested in car more than women


Lastly, the psychographics aspect, in the advertisement a family was moving to a new house. The process of moving house is annoying and need a car with large space. This carries a message of better life style. It is a symbol of a car owner going to have a comfortable life. The target customers are many. Bringing a better life and wonderful home is an attitude for man .Furthermore, a value of car means that you are a successful person. The lifestyle, attitudes and values match with the target group personality.


These cars commercial advertisement would be broadcasted on TV during 8:00 p.m.It is because the target audiences are after work and take relax for watching TV. Apart from this, the children speaking accent are in  Yorkshire. It is easy to produce resonance with the audience.As a result, it is attractive for audiences.

Monday, 12 May 2014

Brand identity-Mcdonald's

The world's largest fast food restaurant is McDonald. Products are burgers,nuggets,french fries. However,fast foods are really unhealth.It damages the reputation of McDonald.Later on, McDonald expand their product.Now,McDonald sell salads and vegetarian items.Apart from this, it also expands cafes-Mc cafe.It caters a market trend.Within this ten decades,cafes become popular. It was founded at 1940 by Dick and Mac McDonald.In 1955 a businessman Ray Kroc joined a franchise. So,McDonald started to operate some branches to worldwide expansion.

Mission:
To be customers' favorite place and way to eat and drink.Though people,products,place,price and promotion to improving the operations and enhancing customers' experience.

Value:
1.Place the customer experience at the core of all we do
Therefore,the goals are quality,service,cleanliness and supervision.
2.Committed to customer
A team of well-trained individuals is essential.
3.believe in the McDonald’s Systemoperators, suppliers, and company employees, is a foundation, and balancing the interests of all three groups is key4.operate our business ethicallyRun the business in high standards of fairness, honesty, and integrity
5. give back to the communitiesHelping customers build better communities, support Ronald McDonald House Charities6.grow business profitablyThey  work to provide sustained profitable growth for our shareholders
7.strive continually to improveThey aims to anticipate and respond to changing customer, employee and system needs through constant evolution and innovation.


Consumers:
Mc Donald's service is fast and high quality.Apart from the service, the price is not to expansive.It is affordable for public.Expect the quality of service and affordable price, it is also suitable for celebrations like birthday party.


Rebranding and redesign:
McDonald's packaging reflected it. If you take a look at the old Big Mac packaging above, you'll notice that there are many differences when compared to today's packaging. There's no information about calories/protein/fat etc and very little reference to health/nutrition in general.

Value:
In 2004 though,a video showed a man who ate solely McDonald's food for an entire month and documented the decline of his health throughout. It was an eye-opener and clearly, McDonald's custom suffered because of the movie.
It opened people's eyes to the ill-effects McDonald's food was having on their health and many boycotted the fast food chain. Consumers had become more health-conscious and for the first time ever, this was reflecting their buying decisions on a large scale. Because of this , McDonald's needed to appeal towards this demographic.

So, McDonald's branding/packaging department stepped into action and created the packaging we know today. If you look closely at this packaging, you'll see much more emphasis on nutrition/health. It talks about the ingredients on the side of the box and on the bottom, it contains nutrition/calorific information. It also has beautiful imagery of fresh ingredients which further emphasises the products nutritional benefits.
This packaging redesign allowed McDonald's to appeal to a new audience of health-conscious individuals; individuals that previously might not have even stepped foot in a McDonald's restaurant.

To counteract negative publicity:

Strangely, this is another reason for packaging rebranding that can be demonstrated by the McDonald's fiasco mentioned in the previous point. Upon the release of the Supersize Me , McDonald's received more than their fair share of negative press which clearly, had a negative effect on sales.
Consumers were outraged at the amount of fat, salt and other substances present in McDonald's popular fast food items and McDonald's had to act quick. Whether the claims portrayed in the Supersize Me movie were accurate or not was irrelevant as the bad press was hurting McDonald's sales nonetheless.

Sponsorship: 
McDonald's became an official sponsor of the Olympic Games in 1976 and has a longstanding commitment to the Olympic Movement. At the 1968 Olympic Winter Games, McDonald's airlifted hamburgers to U.S. athletes competing in Grenoble, France, who reported they were homesick for McDonald's food.Since then, the company has served its menu of choice and variety to millions of athletes, their families and fans. In 2012, McDonald's announced the continuation of its TOP sponsorship for the next eight consecutive years through the 2020 Games.McDonald's is the leading foodservice retailer with more than 30,000 local restaurants serving quality food to nearly 50 million customers in more than 100 countries each day. Approximately 70 per cent of McDonald's restaurants worldwide are owned and operated by independent, local men and women.

Awards & Recognition
McDonald's has been recognized as a great place to work in more than 30 of the markets in which we do business.
Brands
Fast Company
  • 2011 Most Innovative Food Companies
BrandZ
  • 2012 #4 Most Valuable Global Brand
Forbes
  • 2012 #7 World's Most Powerful Brand
  • 2012 #7 World's Most Powerful Brand
Interbrand

  • 2013 #7 Best Global Brand
Leadership
Fortune
  • 2014 #22 Most Admired Company in the World
    • Ranked #3 among all companies for “Management Quality”
    • Ranked #7 among all companies for “Global Competitiveness”
    • Ranked #4 among all companies for “Financial Soundness”
    • McDonald’s also ranked #2 in the Food Services category
Hay Group
  • 2013 #8 Best Company for Leadership
Barron's
  • 2012 #3 Most Respected Company
Black Enterprise

  • 2012 Don Thompson Named One of Most Powerful CEOs

Sunday, 27 April 2014

Media and Marketing-Celebrity endorsement-Tigger Woods



What meanings does celebrity endorsement bring to the brand in this advert? 
Brands utilize celebrity's own characteristic to reinforce and shape their products.
Tiger Woods is a world no.1 golfer and rank no.1 at Forbes Athlete Income.As we can see
that he is a wealthy and successful person.It associates with Tag Heuer reputation.So,the brand chose him as a spokesperson.This world know golfer aid to development and market their professional golf watch.In addition,his image is immediately recognisable therefore easy for oversea marketing promotion.

Why do you think Nike was under pressure to drop him?
Since 1996,Nike has a spokesperson contract with Tiger Woods until now.At that time, he became famous.In 2000,Nike spent $105million largest endorsing deal with him.And now Nike and he sign a lifelong contract.Nike  consume huge amount of money because Woods is one of the world no.1 golfer.It strengthen Nike golf collection to be more professional.In fact, these advertisements  increase the sale of golf collection.
However,in 2009, there were many scandals from Woods about his personal romantic life.
It destroyed his renown.Many brands stopped any sponsorship or commercial projects with him to avoid his scandals would damage their brands name.
There is no debt that Woods aids Nike;s golf collection gain higher profit.But Nike needs to concern the risk of his dark side image.

Monday, 10 March 2014

Comparison Between Casablanca & Anna Karenina

Black-and-white film screenshot with the title of the film in fancy font. Below it is the text "A Warner Bros. – First National Picture". In the background is a crowded nightclub filled with many people.
Trailer title card
Directed byMichael Curtiz
Produced byHal B. Wallis
Screenplay by
Based onEverybody Comes to Rick's
by Murray Burnett
Joan Alison
Starring
Music byMax Steiner
CinematographyArthur Edeson
Editing byOwen Marks
StudioWarner Bros.
Distributed byWarner Bros.
Release dates
  • November 26, 1942(premiere)
  • January 23, 1943(general release)
Running time102 minutes[1]
CountryUnited States
LanguageEnglish
Budget$878,000[2]
Box office$3.7 million
(initial US release)
 
Anna Karenina
AnnaKarenina2012Poster.jpg
Theatrical release poster
Directed byJoe Wright
Produced by
Screenplay byTom Stoppard
Based onAnna Karenina
by Leo Tolstoy
Starring
Music byDario Marianelli
CinematographySeamus McGarvey
Editing byMelanie Ann Oliver
StudioWorking Title Films
Distributed byUniversal Pictures (UK)
Focus Features (US)
Release dates
  • 7 September 2012(United Kingdom)
  • 9 November 2012(United States)
  • 10 January 2013(Russian Federation)
Running time130 minutes[1]
CountryUnited Kingdom
LanguageEnglish
Budget£31 million[2]
Box office$68,929,150 [3]
Casablanca      (Black and white)             :             Anna Karenina        (Colour)
Location:                       Casablanca                                                  Russia
Characters:                    Rick                                                           Anna(Alexei's wife)
                                     Ilsa(Victor's Wife)                                      Alexei(Anna husbund)
                                     Victor(Ilsa husbund)                                   Vronsky (Fall in love with Anna)
Background:                Rick met Ilsa and during Victor in               Alexei is a high social state person.So his
                                   prison.And they fall in love.But                   wife Anna also is it.One day,when Anna
                                   Ilsa chose to give up this relationship.          went to her brother's home,Vronsky saw                                                                                                     her and was attracted .
Theme:                        Love story(War time)                                 Love story(Different social class)                                                                                

Editing style:
      Dissolve:                                                           Straight cut:
When Rick was thinking about                              When Anna was sleeping,her dream was
                    he met Ilsa in a cafe.                          about Vronsky 
Continuity editing:                                                 
    The 30-degree rule:                                         Shot reverse shot:
Rick ,Illsa and Victor were in a office.                 Anna was arguing with Alexei.She denied that she betrayed
A conversation between they with some              him.
officers.






Camera distance:
   XCU:Show facial expression                                                MCU:Show facial expression and the view and                                                                                                   and  costumes.

Tuesday, 4 March 2014

Camera Tasks

1.Lens and Focal length:

               ISO:160   F11   1/40   16mm
  • The person looks small
  • The background is wide
  • Both are very clear


           ISO:160   F11    1/50 35mm
  • A frame focus on a person clearly
  • The background is a little bit blur   


       ISO:160   F11   1/50   85mm
  • Cannot show the depth of view
  • More far away,More blur
  • The person in front of the camera is visibly


I would preferred the third one.A frame involves a person and view but it is mainly focus on the person. Sepreation is between the object and background.


2.Depth of field and selective focus:

         ISO:160   F22   1"   16mm

  • Shutter speed is too long 
  • cannot show people clearly


   ISO:160   F18   1/1.6   16mm
  • Lighting at the back is a little bit dark
  • Lighting at the front is brighter
  • People is shaking

The apertures get bigger than it take longer shutter speed.So,people are shaking because a shutter speed is too slow.Meanwhile,if an aperture is too small so it cannot takes a photo in apporicate exposure.






Monday, 27 January 2014

Cinematography - Raging Bull



Walking to the ring:
Two tracking shots are used in this scene with steady camera.The first shot faces in front of the actor when he is walking to the ring.It emphasizes with facial expression to show his emotion.The second shot follows him at the back therefore showing the audiences are so exciting for him.
Selective focuses attract viewers attention.It is easier to understand the story development.

Tracking shots and selective focuses create an atmosphere for viewers.They may feel that they are walking in the same road with the actor.

Entrance to the ring:
Wide angle lens is used to show the ring space and the audiences reaction.Telephoto lens shows the relationship with boxers and the judge getting closer.

Panning shot show a connection from a crow of audiences to Jake entrance to the ring.

A close-up shot focus on a women face and she keeps on staring Jake.Reflection she and Jack get a complicated relationship. Another medium close-up shots for Jake show his confident for this fight.

The fight:
During the fight low and high angles are used.Extreme close-up and close-up shots focus on boxers face and their body movement. Hard shadow caused by low angle to express the boxers have to suffer a painful fight.Close up their facial expression create more tension.

End of the fight:
Canted angle is used when the scene focus on both boxers.It is imbalance just like the boxers they are weary.
Slow motion are used when an opponent fell down.That emphasize he is powerless than Jake.

Celebration:

When they put a golden belt on jack, tilting shot is used.To show his powerful and the best boxer in the world.Low angle helps to show his winner position much more powerful.Extreme close-up focus on his face and the golden belt. From his face we know that he enjoys the honour as a winner and the belt is a sign for the best boxer.


Sunday, 26 January 2014

Cinematography-Atonement


Directed byJoe Wright
Produced byTim Bevan
Eric Fellner
Paul Webster
Screenplay byChristopher Hampton
Based onAtonement
by Ian McEwan
StarringJames McAvoy
Keira Knightley
Saoirse Ronan
Romola Garai
Vanessa Redgrave
Juno Temple
Benedict Cumberbatch
Music byDario Marianelli
CinematographySeamus McGarvey
Editing byPaul Tothill
StudioStudioCanal
Relativity Media
Working Title Films
Distributed byUniversal Pictures (worldwide except US and France)
StudioCanal (France)
Focus Features (US)
Release dates
  • 29 August 2007 (VIFF)
  • 7 September 2007(United Kingdom)
  • 9 January 2008 (France)
Running time123 minutes
CountryUnited Kingdom
LanguageEnglish
Budget$30 million
Box office$129,266,061
Camera Angle:
This scene is about that Briony was in her home.She was watching that Robbie was arrested.

High Angle:    It shows characters to be less powerful.At that monument,Robbie was arrested so this camera angle let him looks hopeless and emphasizes his panic.Also,the camera high is the position of Briony.She was in her room therefore when she was watching out of the window,everything look small and far away.

Camera Angle:
Extreme Long Shot-XLS:
All human figures are very small.Even the two main characters stand at the middle but audiences may feel hard to find them.This shout concentrates on surrounding environment more than the characters' facial expression.It is related to their identity change. 

Long Shot-LS:
  A frame is leading by Robbie the soldier who was walking in the foreground.The space is not only focus on him.Also,it includes a lot of background movement to express that typical situation.
E.G: End of the war, the army need to go back to England but they do not have enough ships to carry all the horses.So,they kill some of them to reduce burden.This is a reflection about war is a cold-blooded murder.


Medium close up-MCU:
Character's face is magnified than the long shot.A frame is more intimacy with actor's face.Leading audiences focus on actor emotion and feeling.
E.G: From this frame,we can see a tear drop from Robbie because hundred of dead body are in front of him.He cannot bear the fear anymore.

Camera movement:
Tracking Shot:
Camera movement is following the character.Those scenes just like we are looking someone running in front of us.It is quite similar with human vision.

Panning Shot:
Horizontal moving from left to right,all actors look small because the frames want to focus on the environment more than them.To show they are very confused in such foggy forest.

 
Tilting Shot:
This shot is a vertical movement from down to up.The camera focus on his feet,it creates a edgy tension. When the camera is moving from down to up,it more concentrates at the background than the actor.



 
Zooming:
The camera do not move only need to zoom out from the actor.At the beginning,it shows actor facial expression.Later,it zooms out to emphasize the poor girls dead in a war.However,Robbie even he is a soldier but he cannot protect them.

Focus:
 
Selective Focus:
This film always use selective focus to help audiences concentrate on the actors emotion. Separation of subjects use blur the background and medium or close shot.

Lenses

Wide angle:
Figures in foreground look bigger than their original size.Meanwhile,the landscape at the background looks smaller and wilder.This is a place Robbie and Cecilia want to live forever.The house looks like a peaceful paradise for them.