L/601/8773 LO1 2.1 - Comparing Radio Adverts

The above is an advert for Alton Towers' recruitment drive in 2007. It has been recorded as in the style of a rider on one of the park's roller-coasters, with suiting sound effects and atmosphere included. The voiceover contains several interruptions meant to simulate the drops and twists on the ride, designed to catch the reader's curiosity and keep the reader listening to the end so as to hear the whole advert.

Within the first six seconds, the mood and location have been made clear - it is a 'fun' advert by the UK's leading theme park attraction, who are serious about having fun. Breaking the advertisement up with the roller-coaster 'drops' breaks up each individual point so that the audience, presumably university leavers and young adults (18-25 year olds) who are looking for work to start them off in life, can contemplate and assess each point before the final points are given at the end when the 'presenter' is 'off the ride.'

It is a light-hearted ad that seeks to remind us what sort of fun we have at theme parks such as Alton Towers, whilst ensuring we realise that there is a dedicated team behind it all who make everything happen. It is by all of this that they are trying to convince you that you should work for them, and that they want and will appreciate you being there.

This next advert is a radio commercial for the Toby Carvery restaurant chain.
In contrast to the Alton Towers advertisement, this is very much focused on what the advertisement says as opposed to how it is delivered, being very studio-sounding. It also utilises a range of voiceover artists, unlike Alton Towers' single artist. This method is probably to show that the carvery is for people from all walks of life - the aged, the young; anyone can enjoy a meal at this restaurant. There are some voices that cannot be heard as clearly as others, which make the edit feel a little ad-hoc, however the overall delivery is fairly clear and easy to understand.

Several lines have been included to show that it is a British Company. Not only are carveries a British Tradition (more commonly referred to as the 'Sunday Roast' in most households) but the chain use only British meat from British farmers, which is why they are 'the home of the roast.'

Legal & Ethical

Libel

The video obviously was not to show BADC in a dereogatory way, portraying, as it should, both the college and Skillset event in a positive light. We invited Barking College students to view the edit before finalising it, so as to ensure that they were happy with how their college was shown on-screen. Once they had seen it, prior to the competition screening, we showed it to some of BADC's officials who were given the opportunity to accept or reject the video. They had no quarrels with how their campus was shown and thus it was allowed to be entered into the competition.

Ethical

The video had to be honest, yet balance the client's own needs of 'elaborated truth' per say.

...

All interviewees were not fed any lines to say; their responses to questions were honest and genuine. It was also made clear to them that, if they didn't want to, they didn't have to provide an answer to a question.

Legal

We were unable to print permission forms, but we ensured that all interviewees were happy being interviewed on camera before filming them. It was also made clear to them the purpose of the video and where it potentially could be screened and shared. If they felt uncomfortable being interviewed, they were under no obligation to do so. Each place we filmed, we obtained permission from the relevant challenge leader, as well as noted any restrictions (for example, a particular area we were unable to access as it would obstruct the activities) and any participants who didn't wish to be captured on camera.

Radio Adverts

The above tracks were produced and edited by Alice-Anne Bull.



The above track was scripted by Alice-Anne Bull, and edited by myself on Adobe Audition 3.0

The scripts are below in numerical order:

Scripts by Alice-Anne Bull

A/601/8784 LO 4.1 & 4.2: Evaluation

The project was a very strenuous task, and exceedingly complicated in relation to other clients I have worked with. Not enough information was provided before the event took place in relation to the setup and layout of the event and activities. Therefore, almost no planning could be done prior to setting out to film the video. Originally, the first contact relating to Skillset 2014 had referred to it as a 'Bricklaying Competition,' which would have been a completely different requirement and result.

What also hindered planning was the lack of a brief. Until the event day, we were working off of very little criteria to form even a basic plan. Being given the final brief on the day of filming meant we were working almost blind and forming a plan as we went along, which we were picked up on and advised against doing. The Skillset event was first and foremost a competition for participants, who won prizes such as Apprenticeships in the field they contended in. This, however, made it near impossible to get any interviews as all the dedicated contestants were busy focusing on the challenge at hand, not wishing to waste any precious time. The few interviews we were able to record were not particularly strong, nor did they edit well as is event from the video. Interviews with sponsors, on the other hand, are slightly stronger as they had time available to talk.

Skillset opened at 10am, running until approximately 4.30pm. However, a previously unmentioned task of filming the opening ceremony was brought forth, which, despite being told it would last no longer that 45 minutes, took 2 hours out of the day, and upon finishing at midday, we found that almost all contestants had gone on lunch break, leaving the competition rooms empty. This further reduced the time we had available to film material for the video, and when the event recommenced around 1pm, we had begun to panic and filmed whatever we could get close to in the hope of obtaining decent footage to play with post-production.

Much of the footage went straight in the bin, be it due to poor sound, picture or camerawork. The project was scrapped several times as we genuinely felt that there was no scope for a decent video. Thankfully, after several re-reviews of the project on the whole and the footage captured, we were able to edit a video of sorts, albeit far from the standard we would normally expect to achieve. The fact that we won the competition, however, is a major confidence boost, as we genuinely thought it would be disregarded (the video was completed just 2 hours before the screening took place!)

If the chance arose to repeat this project, and if it were accepted, then a lot more planning and finding out of information relevant to the event and video brief would take place, which hopefully would result in a video of better quality.

Throughout the project I have learnt the challenges of working to a client's brief, and the challenge of working for a client on the whole. I've developed my skills as a director also, this usually being my secondary role on a project. It has been an interesting experience having to think about the whole project from a director's angle.

In terms of the video, I'm far from proud of the final thing, but given the setbacks encountered, I am content. As mentioned previously, there are alterations to be made which could improve it somewhat. Changing the font used, as well as adding the names of the interviewees and relevant cutaways would be the starting point. Overall, I'm pleased with what Luke, as editor, was able to achieve.

A/601/8784 LO 2.1 & 2.2

My Role

Director

Location

Barking & Dagenham College

Crew

Timothy Willcox - Camera operation

Luke Joyce - Editor

Alice-Anne Bull - Sound

Owen Hayward - Director

Equipment

Sony PMW100 Camera (x2)

Boom pole

Shotgun microphone (x2)

Handheld microphone

XLR Cables (x2)

Tripod (x2)

Battery Packs (x6)

Microphone stand

Tie clip microphone

Health & Safety

During the 'opening ceremony,' a microphone was placed at the front of the room for the presenter to speak into. This was linked to a stationary camera at the back of the room by an XLR, which had to cross audience seating access. The cable was taped down with black and yellow electrical tape. Seats were adjusted slightly so that the cable passed under them, as apposed to between them.

Using the shotgun microphone during the day meant it had to be permanently connected with an XLR. The cables are lengthy, and thus form a trip hazard. The boom operator held a short coil of cable, whilst a third person held onto the rest, and took charge of watching for any trip hazards whilst the camera and boom operators were moving around.

Places that involved sharp objects were avoided unless absolutely necessary, when two spare hands (namely Luke and myself) watched for the hazards and kept the team and equipment away from the hazard objects.

L/601/8773 LO 4.2 + A/601/8784 LO 3.2: Refinements

The video was shown, amongst others, at a screening at BADC. Whilst it is far from perfect, it received a lot of praise for its camerawork and editing.

The following are refinements that were suggested to improve it further:

• Font choice - a more professional font and text package should be used.
• Interviewees - the names of anyone being interviewed should be present on-screen when they first appear, along with their position, so that viewers know their relevance to the video and subject.
• Cutaways - some cutaways didn't relate to what an interviewee was describing / referring to, which would need correcting if to be used as a promotional piece.
• Topic - whilst the whole video was praised for meeting the majority of the set criteria, the theme switched part-way through the video from the Skillset event to focusing on Apprenticeships.

Nevertheless, the competition to which the video was made for, ultimately won out over the other entries.

A/601/8784 LO 1.1: Promotional Videos

The above is a promotional video for Manchester University shot by the company 'Seveer Media' to promote Uni Life at the campus.

The video features no voiceover, instead being a full montage set to a calm, relaxing Acoustic track showing off students at ease around the campus, and capturing some of the quirky features of the architecture (for example the nth floor link between two buildings at 01:02.)

Capturing the buses in the background of shots also, be it intentionally or otherwise, emphasises the close transport links that the University has, thus making it an easy place to get if you stay off-campus. For those staying in accommodation on-campus, the footage also shows the exterior of what appears to be student accommodation buildings next to the main campus.

Various shots also capture and contrast parts of the campus that are either older and more characteristic, or more modern and sleek-looking in their structure, combining the best of both worlds and thus showing that there is something for everyone at the campus. The brown / orange tint to the colour adds to the Autumnal effect, taking away some of the harshness of the natural world.

As a promotional video, it works in portraying the campus as a calm and relaxing place, but not for advertising the University on the whole, given that it doesn't show the features the campus contains, courses on offer e.t.c. It is purely a piece to show how relaxed a place the University of Manchester can be.

The above video is a promotional spot for a promotional video-making company, 'Online Video Production Company,' made in a slightly unusual format. Whilst most Promotional spots feature multiple interviews and examples of work / services offered by a company, OVPC's piece attempts to win a contract from the viewer by informing them of the perks of online presence. Supported by facts and figures on-screen, the promotional video is majoritarily one take with a representative of the company delivering facts about how online video can help build a name for a brand wishing to get off the ground.

The writing for the spoken word is not particularly strong; the seemingly-constant repetition of the word 'video' grows rapidly annoying (it used 9 times in the first 40 seconds of speech) and could turn some viewers away quickly. The presenter makes a few stumbles whilst delivering her information (notably at 01:24), which doesn't show the production company off in the best light, as you would expect them to have filmed a re-take and edited this in. As the spot swaps between camera angles, this cut could easily have been masked.

Nevertheless, the body of what is being said is convincing and would certainly provoke thought in a viewer who had not previously considered commissioning  a promotional video. It, like the Seveer promo with the University above, does not sell the product it is telling you about. There is no showcase of what the company can do, if you exclude the after Effects used for the text briefly at the start and end, so you are left not quite certain what these people can achieve for you.

L/601/8773 LO3.1, 3.3 + A/601/8784 LO 2.1; Breif

The client has expressed conditions for the project, namely that the promotional video is to be 5-6 minutes in length, and must include at least one interview. The interviews can be with a participant(s) in one of the events, or a sponsor(s) of an individual event.

The promotional video is left to our creativity in terms of the message to portray, though should obviously show Skillset 2014 in a positive light. It can focus on any aspect of the event, or more than one event if required as by our developed plans.

Target Audience is both potential participants of the event - i.e. college students and school leavers (ages 16-20) - and potential sponsors of events who may be looking for a way of improving their company's standing in the community whilst also benefiting the economy and aiding youth unemployment. Potential participants are mainly students looking to gain an experience in their field of expertise. 

Radio adverts must be no more than 30 seconds in length and should promote both the event and the college at which it is being held, though the latter is not a compulsory requirement.

L/601/8773 LO 1.1

Whether it's classical music revellers, housewives in Portsmouth or rock fans in the Midlands, radio offers a solution in an environment where the listener feels comfortable, which in turn allows you to talk to them in a way that is appropriate.

Radio has the ability to reach people at relevant times and places. For example, if you wish to target them with an advert relating to cars, then why not time the advert to when they are likely to be in the car (such as during rush hour.) Similarly, if you want to target them with a work-related advertisement, then why not time it for when they are at work? Radio is able to do all of this - it is an incredibly responsive medium and often first for information.

Radio is also able to break through in an ad-avoidance world. With the rise of products such as on-demand TV, it's harder for advertisers to choose a media solution that won't suffer from ad-avoidance. Commercial radio listeners happily accept good quality radio commercials and won't avoid them like they potentially would with other mediums.

Advertising does not cover product placement or sponsorship, which fall under the Ofcom Broadcasting Code, and require clearance by the Radio Advertising Clearance Centre (RACC.) Any adverts, before being broadcast, must first be checked if approved by the RACC or the station in question to ensure its suitability for broadcast.

When being submitted for approval, scripts for radio advertising should be accompanied by the following: 

• name of the submitter
• his / her telephone and fax numbers
• full name of advertiser
• the brand name of the advertised product / service
• advertisement title
• advertisement duration
• the name(s) of the relevant station(s) (if known)

Time will be saved if scripts are accompanied by the full details of the product or service being advertised.

All radio stations or their sales houses must hold a record of centrally cleared scripts and clearance numbers, which are their only means of knowing or confirming that the scripts have been centrally cleared. Final output doesn't normally need to be sent to the RACC but stations must take responsibility in ensuring that only RACC-approved output, where applicable, is broadcast.

All advertising needs to be clearly distinguishable from programming, which must be checked by licensees to ensure listeners are not confused between the two. Any advertising in a similar style and format to programme editorial must be separated by other material, for example a station ident, or by scheduling for the middle of a break.

References may be made to the programming that is sponsored within advertisements. Advertising for a station's own commercial activities is permitted bust be clearly distinguishable as advertising and should not be presented in such a way as to suggest that the information is impartial editorial.

L/601/8773; LO 3.1 + A/601/8784; LO 2.1 - Promotional Pitch

Skillset 2014
Barking & Dagenham College

We were approached to participate in a film competition being run by BADC, the aim of which was to create a promotional video for their skill's day event.

Skillset is designed to enhance vital skills an individual may have that would increase their chances of employment in the future. It is not event designed to be academic, more practical.

The Team

Luke Joyce - Editor
Timothy Willcox - Camera
Alice-Anne Bull - Sound
Owen Hayward - Director

Ideas
Ideas that we had included the following:

• Focusing on the media challenge - we felt confident that the majority of other teams would focus on the event itself and the main activities featured therein. The idea would be to follow each of the competing teams around, interviewing them on their techniques, plans and impressions of the event. Whilst this would have been an interesting route to pursue, it would ultimately prove too difficult too keep track of the location of each film unit. The variety of footage available would also be extremely limited.
• Event organisers - the idea would be to interview each of the event organisers and sponsors, to explore the reason behind the existence of the Skillset event, as well as reveal not only what the participating students can gain from the day, but what the sponsors and industry can potentially gain. The interviews would be interlaced with shots of the event.
• Participants - Similar to the previous idea, this would explore purely what some of the students are gaining from the experience. It could focus on either the whole event, or one or two subsidiary challenges.

The idea we finalised was an amalgamation of the second and third ideas of the list above. 

Radio Adverts

The competition was, first and foremost, a video competition. For my radio adverts, I felt that I would be able to extract audio from interviews we recorded to create radio adverts which would portray a more honest and real reflection of the event, rather than staging interviews post-event when 'the moment' has passed and interviewees have to think back to the event. It would also allow us to focus on the video rather than stressing about setting up audio equipment to record interviews as well as recording footage. Time was very limited which meant that recording audio interviews at the same time would meant the quality of both film and audio would have suffered.

Promotional Video

BADC Skillset Day - 'Inspiration 2014'

Uploaded by Timothy Willcox.