Project 1 – Mini BMX Advertisement

Social Media Advertisement Research

Brief One – Advertisement   

Modes of address – This is the way in which the audience is informed by what they are seeing. By the ad, by the words they are shown and by the text that they read. They can be shocked, empathetic, made tense or just simply informed.  

Reception Theory – This is, simply put the feedback from the audience. What the audience think of a product.  

Different types of Ads – Different social media websites tend to have different ways of engaging their particular user. TikTok and YouTube have a much younger user base to that of Facebook, TikTok more so.  

Facebook – has an age range of 25 – 34-year-olds both male and female that make up a majority of they users.   

YouTube – has an age user range of an almost age demographic 15 – 25-year-olds making up 77% 26 – 35-year-olds making up 77% and 36 – 45s 73% and 46 – 55-year-olds take up 70%. The age range is very drastic and varied so this leaves room for YouTube to have the most diverse, wacky and fun ads.  

TikTok – user age ranges from 10 – 19-year-olds which are 25% of users. 20 – 29-year-olds make up 22.4% of users. Ages from 30 – 39 make up 21.7% and. 40 – 49-year-olds are the last 20.3% of users.  

So, from this you can see that TikTok has the youngest user base. And this tends to lead to advertisements being more in your face. They’re much louder, they pop more and are paced faster. The ads are pretty aggressive. This is also due to the video length limit TikTok has.  

This is similar to YouTube as it has the majority hold of all ages. So, adverts tend to differ drastically some are much closer to TikTok ads while others are much more chill and relaxed, laid back some are even just straight up weird. But the weird downside is that some people can pay to have they full video shown as an advertisement. YouTube also has skippable and no-skippable ads. So the viewer may choose to skips your ad. 

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What I want this advertisment to be like.

The Greggs Vegan Sausage Roll – The advert gained just over 106k views

This advert is ironic, self aware and parodies Apple, Samsung and the whole smartphone industry. Using the same style of intense overly dramatic music.

Very clear and punchy sound design and Overly dramatic music.

There is use of silly annotations and the camera work is extremely over done.

Going so far to add phone like specifications in the description of the video. Making it more a parody than an advertisement. But it’s still a really brilliant advertisement non the less.

The advert was also show as a TV advert which would widen the audience demographic even further.

The Mode of Address

The audience is informed in a comedic way. Not to say that it’s bad. It’s all intentional as it’s a parody of phone ads it grabs the viewers attention. Because of the nature of the advert it’s quite humours and ends up leading to people laugh whilst still wanting to buy the food product.

One of the biggest ways that the advertisement has reached so many people is due to the over 500+ retweets it has on Twitter and the vast amount of shares is has gather on YouTube.

Intended audience = An older demographic 27+, could also be anyone who also eat at Greggs.

Audience Reception

Due to the popularity of this advertisement the vegan roll has an increase in sales

Flick Trix Finger Bike

This was originally a TV advertisement so there aren’t too many views on this particular video As this is quite an old advertisement the audio quality is a bit bad, it’s very crunchy. As is the video quality in general.

The narration is very loud and in your face. As is the editing style. This maybe seen a negative but when advertising to a younger audience you need to keep their attention and as such you need to be loud and ‘In your face’ when making it.

The music and narration is quite intense and is overly serious. As most things were back in the early 2000’s

If you were to make this now it’ll be a really fun, post ironic parody.

What is the advert about?

It’s about finger BMX bikes

What this advert does?

The advert is trying to persuade you into purchasing one of the bikes by showing you how ‘cool’ it is compared to a regular BMX or just a regular bike and by showing you all the cool tricks you can do.

How does it do this?

It does this by the use of loud, fast aggressive editing and sound design. This is done in order to hold the audience’s attention, to keep them watching. Everything is a bit much. The video has an odd grunge effect plastered over the screen and the music is sharp and aggressive.

This is all done in an effort to seem ‘cool’

What would be the best way to advertise this?

I feel like the best way to advertise this product now would to be to use the nostalgia that the product holds. And the ‘Cool’ feeling the product was trying to convey, using it as a jumping off point to a funny parody advert like the Greggs one. Or just another ‘too cool of school’ type toy product.

Mode of Address

Kids found this extreme, cool and something that was fun. It was something they could play, share and trade in the playground with other kids. And personally it was a cool hobby to have. Kids were excited to have one. And collectors, even more so.

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My idea 

Who I am working with: 

Elora and Asia  

What is the product? 

Mini BMX Tech Deck. A miniature BMX 

Who am I advertising this product to? (Target audience) 

Some cool dudes e.g.:  

Collectors  

Extreme Sports peoples 

Kids   

Any gender but a slight skew to a more male-ish audience   

Which social media platform will my advert play on? And why? 

YouTube  

TikTok  

Both social Media apps have a great mix of all, different types of demographics and the largest mix of ages . So there’s a very large chance that the target audience will see the ads.  

Examples of similar social media adverts: 

I also feel that since Teck Decks and the mini BMX bikes are quite old in terms of toys we could bank off of nostalgia to help grab the attention of the people that grew up with it and with collectors. And new advertisements are a great way to introduce this product to a new audience    

(Explanation of how these will influence my idea) 

It reminded us of the tech-decks adverts it gave us a lot more ideas which is great because they also have many similarities it gives us many more useful ideas. 

What messages will my advert be communicating to the audience? 

Wanna be cOoOooOOL??? (Rhetorical question) 

How I plan to use video and sound techniques to communicate these messages to my audience:   

By adding something catchy and quick to not lose the attention of the audience.  

I want to emulate ads from back in the early 00’s but with a slight twist.   

Quick, Catchy and Loud.  

I want to use different camera angles to help with emphasise on certain parts. And I would like to use some narration and use it to parody and to poke fun at the extreme and over the top narration that was prevalent in the older advertisements.  

I was inspired to use these techniques by: Early 2000 Tech Deck Ads  

Some of the other ideas from my group were: 

– 

I found the process of idea development easy/ok/difficult because: 

I found it ok because I used to be interested in these types of stuff and liked to play with it when I was younger. Another reason to why I found it not too difficult because I have a lot of ideas when it comes to video making. I already have an image and sometimes the whole video in my head, I just struggle to translate it onto paper for others to understand.

Below are 2 mind maps about the product my team will advertise.

These are some really rough storyboards of the ad

(the thumbnails with a’s are variations on the same shot)

Screenshots and Notes

We managed to use about 4 of the storyboards, we only used it as a rough outline of the shots we intended to use. There were also some physical restrictions that stopped use from using all of the shots.

The Camera we used presented quite a few limitations when it came to filming.

(This camera was manufactured by Zoom, a company that mainly produces microphones.)

We filmed the advertisement on Monday 3rd of October. We filmed 29 shots of the Bike in different locations with some variation on the same shot. From the College canteen to the stairwell in the Lister Building.

(The editing software is Premier Pro)

For the actual editing I haven’t yet searched for music for the advert which is arguably the most important thing. I have however a really rough cut of what I’m trying to do. I’m not too familiar with the software so there’s a bit of a learning gap. Basic edits are easy enough.

I’ve the foundation of an idea but not the whole picture yet. I still need to find sound effects and background music. As well as adding some text and maybe some narration.

I’ve added some video effects to help stabilise the footage and I’ve muted the audio as I want to add my own background noise and narration. All that needs doing is writing a script and also as said before finding some background music.

I’m also wanting to work on this at home using my own equipment and more familiar software. The software I use at home is Davinci Resolve. I have a mic, a camera at home and I went out to purchase a very similar toy.

So one version made with a team in college another version made at home.

10/10/2022 – Mon

I’ve added some more clips and background music. Editing some parts of the video to fit the beat of the music. As well as that I’ve also added some animated text and a noise effect to all the video clips to make it more grungy, dirty and give the video an older feeling. To help add to the early 2000’s aesthetic I’ve added quite a lot of VR Chroma Leaks transitions. This makes it feel a lot older.  

I have also been adding to the college work at home and sharing sound effects on One Drive. 

I plan to complete the advertisement at home by adding some over exaggerated narration and visual effects.  

13/10/2022

I’ve added sound effects to add some spice. 

The sound effects I’ve added are a generic money sound and a whoosh sound. I’ve done this to add character and charm to the ad. Also to bring in a level of self awareness . 

I’ve also edited some parts of the video from home as well as making my own ad. Using my own equipment and more familiar software. 

Finger Mount BMX Advertisement Finished 

I used both Adobe Premier Pro and Davinci Resolve with little help from an open source ai powered web app called Runwayml. I also extended the video just by a few seconds and added another odd segment.  The narration is complete as well as adding all of the sound effects and a few visual effects. I lightly colour graded it making the actual video visibly lighter, more saturated and it’s a little bit evenly coloured.  I added a LUT that was stark and too dramatic I quickly removed it and manually colour graded it. 

The colour grading and most some of the effects were done in Davinci.  

The narration is purposely over the top and is meant to poke fun at the original Finger BMX advert that I posted on here. I parodied that original ad by using the over the top narration. 

My advert does end very weirdly. Like all great saga’s, this one also ends up in space. 

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Equipment for Advertisement made at home

I have started making my other advertisement at home. I have made storyboards for that one. As I’m making it at home the only and people I can ask for help are those at home and the only place I can film is at my home more specially my back garden.