D1 - Ethical and Legal Constraints 2

D1 - Ethical and Legal Constraints

Advertising and Advertising campaigns, no matter what medium they are, are regulated by the Advertising Standards Authority (ASA) in the United Kingdom. They ensure adverts are truthful, regulate stereotyping within adverts and ensure they are appropriate for the audience they are targeted and when and where they are played. 

For the TV advert, I must ensure all content (footage, graphics, imagery, sounds effects and music) within the advert is original, from copyright free sources (such as the stock footage used) or licensed for the use otherwise this could infringe the copyright, designs and patent act and incur fines. 

Location and person release forms will be required for anyone/location featured in the advert to make sure the proper permission has been granted. 

I will also have to make sure the content within the advert is appropriate for day time audiences (it must not include any form or injuries and there must be no strong or inappropriate language or references) - this ensures it can be played across the BBC throughout the day to ensure maximum reach. 

Print advertising will usually be displayed on large billboards, for this reason, it is impossible to control who sees the advert, so unlike the other ads, billboard advert absolutely has to be suitable for all ages. If it is too scary it could cause upset to young children. 

The advert would also have to be accurate and include all the necessary information as they can not easily be changed unlike the other adverts - once they are up for a certain amount of time they are relatively permanent. 

The same rules regarding copyright and offence also apply here.

Social media marketing allows for specific marketing of different types of people and of different ages. This means the ads can be targeted specifically at people who can watch the program. This means the adverts simply need to be in line with the age range and target audience of the programme to be suitable. However, it is possible that people have incorrect ages set on their social media profiles so this will need to be considered. Also, because of the capability of targeted marketing, it would be possible to supply different people with different adverts. However, I believe this would not be ethically correct because you then grouping people in society into different categories which could be seen as inappropriate. 

Social media adverts can include video and audio or simple be imagery so the representation of different groups will have to be considered. This includes the race of the characters but also different classes - the programme itself explores stereotypes but this doesn't mean people viewing it should not be respected.

Copyright issues will apply with this form of advertising as well as the other groups. 

Ultimately, accuracy is the most important thing to consider across all forms of adverts. The adverts need to be accurate so the viewers aren't misled into thinking what they are going to watch is something else and so it meets the regulations of the Advertising Standards Authority (ASA). 

Video Advert

VIDEO ADVERT

After filming the actor in front of a wall, i transferred all the video clips from the SD card onto a MAC and onto Google Docs (as a backup in case anything unexpected occurred so the footage wasn't lost). I saved the clips into a folder i named 'video rushes' into my media folder and created a new library called 'Duplicity TV AD' on Final Cut Pro X following this. 

Here i created a new project for the TV advert and imported all of the clips. As well as this, i imported the voice over which i had previously recorded and audio music which i downloaded from a royalty and copyright free source online. Although, if BBC3 were to make this campaign, the creator of this audio would be contacted in order to gain permission for use on such a wide scale or different audio could be created with a similar tense tone. Similarly, i imported stock footage from Pexels.com and some stock footage of Youtube which was available to use. Once again, if the trailer were to be used by BBC3, the creator would have to be contacted or BBC's own collection of pre-existing stock footage could be used.  Allow the stock footage includes an image of a gun, there is no violent images but the idea is alluded to, this means the TV ad could be played before watershed in order to reach a larger target audience. However, the nod to violence may still mean it can only be broadcast after 9pm. Either way, the brief is met as the target audience is older, 15-33 but the viewership could be limited so a version without the gun could be created.

After laying the clips together and adding all the audio, i cut the clips effectively to match the tense speed of the music in order to make a more dramatic tone. I used simple cut transitions to cross cut between the stock footage and the actor as it created a faster pace of editing to increase the tension. I manipulated the voice over in order to make it fit the music and make each phrase most impactful. I cut the the background music in order to included the tense ending of the music and fade in this sound in order to make the transition seamless.  At the end of the trailer, i cut the voice over to create a tense break, building up to the final line 'he's my twin'. This final audio leaves the viewer with a deeper understanding about the series' content. Similarly, the background music cuts out at this point to create a dramatic ending, as to meet the convention of the drama. After this, the DUPLICITY logo fades in in order to establish the ident of the tv series and create a recognisable image that the audience is likely to remember, leading to a higher viewership.


After researching other BBC 3 trailers, i came across one which established the TV channel by starting the trailer with 'BBC3 presents...' (including the logo). I decided to take inspiration from this and included this in the start of my TV Advert.

I first created a black screen before the first shot to enable me to add a fade transition to make it look more profession and smooth. 

From here, i added the logo and used the 'keying tool' to remove the black background in order to make the logo appear both in front of the black screen and in front of the first few seconds of the actor to make the advert flow better. I added a directional fade transition at the end of the logo to have a less abrupt disappearance but a simple fade transition from black to the video as it looked more professional and sleek. I used text which gradually faded out in time with the logo and used bold text to match the DUPLICITY logo at the end and a white colour to make it easier to read about the black background, increasing viewers likelihood to engage with the advert and increase its success.

Pre-Production documents

TV SCRIPT

 


TV CALLSHEET




RISK ASSESSMENT



HEALTH AND SAFETY ASSESSMENT

 


PRODUCTION SCHEDULE

 


STORYBOARD



ACTOR CONSENT FORM




BILLBOARD AND SOCIAL MEDIA INITIAL IDEAS




ASSET TABLE

D2 - Technical Aesthetic Properties

D2 - Technical Aesthetic Properties

Firstly it is clear that my advertisement company has met the requirements of the brief as we have put together a broad advertisement campaign spanning across several different types of medium. All components of this advertisement campaign have also been heavily planned to ensure that we can raise awareness of our series and attract viewers upon the release of the series in the most effective possible way. For example I have put together a trailer that has been scripted and storyboarded. I have also produced print advertisement material such as a billboard. It could be argued that alone, each of these individual types of advertisement would not be enough to raise awareness for the release of the series however, due to the cross-media nature of my advertisement campaign the campaign message and elements of the series will be reinforced into the audiences minds.

The Trailer

In terms of using aesthetic elements to attract the desired target audience I think the DUPLICITY trailer was a success. The trailer begins with the easily identifiable BBC3 logo as well as text reading 'A BBC3 Original series’.  This will immediately encourage fans of BBC3 content to continue watching as well as young people who associate BBC3 and their logo with transgressive, trendy and current material. As the trailer begins the first setting is in front of a brick wall, setting a grungy and raw mood with one of the twins standing, looking angrily and tensely into the distance. This is likely to gain the attention of viewers who enjoy mysteries and action packed series who are watching. They will therefore know the series is something that may be of their interest. 

As the trailer unravels it is clear that the character has committed a crime and feels guilty. Despite the example trailer using an actor which doesn’t represent the racial topics that will be covered in the series, if the trailer were to be made for real for the BBC, an actor of race will be cast, allowing audience members of this minority demographic to identify.  This identification mixed with the struggles he faces may encourage them to view the series upon its release.

In terms of fully utilising technical properties to ensure we gain a large target audience there was many different important factors to bear in mind to ensure maximum amount of audience pleasure.

The trailer was exported in 16:9 aspect ratio at 1920x1080 high definition in 25 FPS. These are a set criterion established by the BBC. These technical characteristics are vital in maximising the aesthetic properties we have spoken about to make the drama look as real and authentic as possible (a convention of many BBC dramas). This high quality and professional looking trailer is therefore more likely to attract drama lovers due to the real life look. The file size is 56.1 MB as a QuickTime Movie.

The sound in my trailer is equally important in attracting a target audience. The audio of my trailer is not louder than 18LUFS or quieter than -23LUFS at any point so it meets the established standard set my the BBC. A pleasant level of sound and no clash in words increases the chances that people won't ignore my trailer and continue watching until the end, increasing the chance they will give the series a try and that tension will be built. The music is also not too loud so that dialogue is loud and clear, benefiting the watchers especially those with hearing problems.

Billboard

For aesthetics I wanted to create a billboard that resembled that of other successful BBC3 dramas but in a way that would attract my intended target audiences. There are many different ways that this photo can attract a large viewership made up of the intended target audiences. For example, i have used two images of the same character to give the impression that they are twins and allow the viewers to understand the main theme of the shop from the offset.

The fact that Cason’s arms are crossed, facing backwards suggests he’s hiding something. This dramatic look will gain the attention of drama lovers in general, creating a sense of mystery about this character, encouraging the audience to want to find out more.

The title of the series in bold to the poster, with a city image in it, to make it clear and obvious and to set the setting for the series up in a city to suggest its urban nature. BBC dramas often make their posters’ titles stand out in order to gain attraction in a similar way. Finally, the BBC3 logo will be placed in the bottom right corner.

Representation is a huge topic in the series and this filters into the advertising campaign too. As the advertising campaign we have done everything we can to avoid stereotyping the minorities within the series. There are some violent images in the trailer', however as the age demographic is 15-33, the viewers are likely to be less offended and less susceptible to it as they are primarily to demonstrate a deep message on the impact of trauma and its devastating effects. Due to the target audience, if BBC felt uneasy publishing these violent clips, another option is to post the advert after watershed in order to display the trailer without censorship and still reach the audience.

Similarly, my campaign has met the brief by delivering a strong and consistent message through the consistent images of twins, portraying the ‘nature vs nurture’ theme. Along with this, the black and white nature of the billboard, social media posts, and the trailer creates a dark, tense tone to portray the themes of deception, drama and crime. Through having actors of race in the real BBC adverts, the message of minority and transgressive content is made apparent due to the characters’ struggles with being stereotyped as violent. The mysterious and sinister tone through the campaign keeps in line with the message of the impact of trauma and its consequences of the human mind and behaviour. 

The Billboard will be a 48 sheet one which is 3028mm x 6096. Due to this, the image i have created is 300x600 cm but due could be scaled up to create this larger size if BBC3 were to create the advertising campaign. The resolution is 28.346 pixels/centimetres.

Social Media

I created the social media advert image with a square layout in order to the advert to fit onto the theme of the page without having to cut off any part of the image or information, allowing the Instagram feed to look more aesthetically pleasing for a viewer. All other images posted onto this site would be similarly dark in order to create a theme which matches that of the drama series; mysterious. The campaign meets the brief through these consistent images and dark themes in order to successfully engage viewers who would gravitate towards this genre.

The use of the large logo in which the twins are photoshopped into helps to establish where the viewers can find the series in order for successful promoting of both DUPLICITY and BBC3. This meets the brief as a 15-33 year old is likely to be engaged by this logo, knowing the channel broadcasts many other tv series that they enjoy so making this catch their attention more.

The image size is 2.62G as it doesn't need to be too large to be on a platform such as Instagram. It is a square 1060x1060 image to fit onto the Instagram feed without having to crop out any part of it. I saved the images as JPEGs as there is no need for the size of image to be large due to the small scale it needs to be on smart phones without compromising its quality.

D1 - Ethical and Legal Constraints

D1 - Ethical and Legal Constraints

Advertising and Advertising campaigns, no matter what medium they are, are regulated by the Advertising Standards Authority (ASA) in the United Kingdom. They ensure adverts are truthful, regulate stereotyping within adverts and ensure they are appropriate for the audience they are targeted and when and where they are played. 

For the TV advert, I must ensure all content (footage, graphics, imagery, sounds effects and music) within the advert is original, from copyright free sources (such as the stock footage used) or licensed for the use otherwise this could infringe the copyright, designs and patent act and incur fines. 

Location and person release forms will be required for anyone/location featured in the advert to make sure the proper permission has been granted. 

I will also have to make sure the content within the advert is appropriate for day time audiences (it must not include any form or injuries and there must be no strong or inappropriate language or references) - this ensures it can be played across the BBC throughout the day to ensure maximum reach. 

Print advertising will usually be displayed on large billboards, for this reason, it is impossible to control who sees the advert, so unlike the other ads, billboard advert absolutely has to be suitable for all ages. If it is too scary it could cause upset to young children. 

The advert would also have to be accurate and include all the necessary information as they can not easily be changed unlike the other adverts - once they are up for a certain amount of time they are relatively permanent. 

The same rules regarding copyright and offence also apply here.

Social media marketing allows for specific marketing of different types of people and of different ages. This means the ads can be targeted specifically at people who can watch the program. This means the adverts simply need to be in line with the age range and target audience of the programme to be suitable. However, it is possible that people have incorrect ages set on their social media profiles so this will need to be considered. Also, because of the capability of targeted marketing, it would be possible to supply different people with different adverts. However, I believe this would not be ethically correct because you then grouping people in society into different categories which could be seen as inappropriate. 

Social media adverts can include video and audio or simple be imagery so the representation of different groups will have to be considered. This includes the race of the characters but also different classes - the programme itself explores stereotypes but this doesn't mean people viewing it should not be respected.

Copyright issues will apply with this form of advertising as well as the other groups. 

Ultimately, accuracy is the most important thing to consider across all forms of adverts. The adverts need to be accurate so the viewers aren't misled into thinking what they are going to watch is something else. 

M3 - Complying with Codes and Conventions

M3 - Complying with Codes and Conventions

Social Media Poster

I chose to design this kind of poster for use on social media. The idea for this type of design was taken from posters I have seen that BBC3 has created for some of their other dramas.

Both the stylistic and aesthetic elements of this poster match with that of other poster in this design.

The image behind the blue is made to look 3D as if the person is coming out of the lines. The background for the image is kept simple (football pitch) and the character is shown to be performing an action closely related to the context of the drama. In this case, the character is holding a red card, symbolising that racism should be shown the red card. 

The gaps in the blue make out the BBC3 logo. The logo itself is shown just below the image. The blue creates a strong contrast making the pink and white logo stand out. 

This is evidence that I have taken into consideration the conventions used in other BBC3 projects and applied them to my own.

Billboard 

Billboards usually feature a large logo of the TV network it is set to be broadcast and the main character features prominently alongside a key symbol from the programme. The background will suggest the theme or location for the programme. There is also usually the main ident for the programme so people will recognise it when they see it across different platforms as well a tagline to leave a question in the consumer's mind about the programme, enticing them to want to  to watch it. I attempted to include these conventions in my billboard to make it realistic. I included the BBC Three logo to clearly state where the viewer could see the programme. However, the background was set to a on a black screen at the DUPLICITY text has a complex image on a city within the letters so stand out bettie this way whilst also indicating the city setting. It also features images of the main characters, the twins, to allow viewers to come to terms with the general themes and story of the series.

TV Trailer

The BBC is funded by television license fees and therefore do not advertise external products for commercial income. This is not to say that there aren't adverts on the BBC channels. They do promote their own products, such as the different TV series across all of their channels. An acceptable duration for a BBC television  advert is around 1 minute - despite my advert being 20 seconds short I believe the shortness of the trailer will not be an issue for advertising as if will allow for for adverts to be commercialised during a break. I believe the short, tense trailer will capture the attention of viewers, intriguing them into watching the show.

The trailer will also be shown on the BBC3 website and YouTube Channel (the main point of viewership for the channel due to their young audience). There is a bit more leeway in terms of duration as trailers can be viewed as and when the audience pleases yet in order to increase attraction, more detailed trailers could be realised during the run up the release date. Therefore I think my duration extremely suitable for being shown on these platforms and conforms also to the length of other online ads.

This short and more dramatic 'teaser' trailer will enable them to be posted on the social media pages (for example twitter). The trailer spans for around 30s and only showcases the most dramatic elements of my original trailer. I have seen this done by a number of BBC dramas, most notably the hit drama series 'Killing Eve'.

For my full trailer to be showcased on Youtube and the BBC 3 website I have used a number of codes and conventions common in the drama genre:

The soundtrack i have used is one that is royalty free from Youtube but, if BBC were to make he trailer in real life, permission could be gotten to use the music on a bigger scale or the BBC could great its own tense music.

I have timed the changes in shots to be in time with the music so that every new shot, begins with a drum beat. This is commonly used in drama trailers as it adds emphasis to the beginning of each shot. I know for a fact this is a technique that is popular with the BBC as it is present in many trailers advertising their TV channels as a whole

I made sure to utilise many dramatic conventions within my shorter social media trailer.  As the trailer is available on social media as the Duplicity twitter pages' pinned tweet, it will be the first thing people see of my online advertisement page. The use of tense music will hopefully gain my young target audiences attention, encouraging them to continue watching the trailer.

As well I used the most dramatic pieces of dialogue from my full trailer and ended on a cliff hanger. This is commonly used in video ads such as mine to spark the viewer's interest, hopefully persuading them to at least watch the pilot episode. I feel like this is one of the most effective ways of growing my series viewership given the nature of my target audience (Young people online).

In terms of a standardised style of BBC 3 drama advertisement trailers, I believe my ad conforms to these. It begins with the BBC 3 logo to make audiences aware of where the advertised content can be viewed and when. 

Both mine and Thirteen's trailer both use a quick and choppy change in camera angles. There is limited use of transitional effects between each shot. This provides both ads with a very raw look, typical of a BBC 3 drama.

BBC dramas typically have a high sense of realism to them, making the events that occur in them seem that little bit more shocking as it gives the audience the sense that 'This could happen to me'.

It was therefore vital that shots in my trailer looked as aesthetically as realistic as possible.

I have purposely not used transitions between shots so there is an instant leap between shots. This is commonly used in Drama trailers especially toward the climax of them as it creates a frantic and unstoppable feel to the trailer. The area of the trailer I think works best is having the actor standing in front of the brick wall  to create a raw feeling whilst having him looking angry. The voice over instead of him talking directly to the camera, however, creates a more gripping feel and adds a sense of mystery . The jumpy and random shots add to the sense of confusion and it finishes with a cold stare into the camera, providing a dramatic close to the trailer.

Social media

To create this image I created a composite of several layers. I started with the photo of the accord face bar wards with his heard down and proceeded to use the polygon lasso tool to cut out his arm and copy and paste it into a new layer. It think repeated this process for the image of him facing forward.  After this, I imported a vector image of the BBC3 logo and altered the color to black in Illustrator. I then inserted this as a smart object on a separate layer in photoshop. It was a question of putting this new layer above the original photo and then putting the copied and pasted arm above this layer. This created the effect that the arm of the character is emerging from the logo. Finally, I added the BBC3 logo at the bottom, importing it as a PNG.