Ellen Rodrigues

Ways of advertising
Internet –

Videos on Youtube some adverts can be skipped, some you have to watch it. Some adverts are appealing to the viewer, because it’s most likely that the video advert shown will be from a product that a person could of have researched on the internet before, this makes the viewer pay attention to the advert.
Advantage – The videos that you cannot skip, the viewer has o watch it.
Disadvantage – The viewer can simply skip the video.

Pop-ups –
When researching something on the Internet, when visiting other websites there are adverts of the product that the person was researching or a similar product.
Advantage – It will get the viewers attention, therefore the person will clique on the link of the advert.
Disadvantage – It can be a spam, not a safe website to enter or some people don’t trust on Internet pop-ups.

E-mail –

When buying things online, you need to give your e-mail address, therefore the website that you have purchase a product will always be sending e-mail of offers.
Advantage – The person will read the e-mail but not necessarily will go to the website.
Disadvantage – There are a lot of junk mail, the person will automatically delete the e-mail.

Billboards –

Billboards are everywhere, so everyone can see them, even if the product advertised is not appealing.
Disadvantage – Some might not have enough information to persuade or to grab people’s attention, only gets attention from their target audience.

Print Products –
Certain magazines will only advertise products for people that have the same interest that is linked to the type of the magazine e.g. Kerrang magazine is aimed at young and alternative people, therefore the adverts on the Kerrang magazine will be about new CD releases and online shopping that has alternative clothing.
Advertising on magazines aren’t cheap, but because the way it’ being advertised it’s an advantage, because people are paying attention to it and visiting the website 15 to 24-year-olds are the age group most likely to read magazines.* (Kerrang magazines target audience) Which is why Kerrang magazine has been successful, the language is easy to understand and they only have contents about new things or well-known bands.
Quote* http://magazines.bauermediaadvertising.com/why_magazines
I believe that adverting on newspaper is not as effective as on magazines, because, generally people get their newspaper for free, therefore the newspaper will be about the current news and things that the general public needs to know, therefore the advertisement on the newspaper will be about things that interest the general public. The aesthetics aren’t as good as from magazines, on the other hand magazines are more expensive then newspapers, but free magazines has the similar content as a free newspaper, but it’s more about film, television and technology.
Poster –
Posters can be very effective depending where it is. If the poster is on the tube station and depending where the tube station is (demographics) it can be effective. ‘Research shows that 79% of commuters have been somewhere, bought something or looked something up as a direct result of Tube adverts.’* e. g. A new CD release from a ‘not mainstream’ band. Because their album cover was simple and bold, there was no titles, just the logo of the band, people got interested and wanted to know what it was. Currently, it’s the number one album on the iTunes, because people were intrigued to know what it was.
Quote* http://www.cbsoutdoor.co.uk/Our-Media/London-Underground/

Disadvantage – Posters can be easily ruined, especially when it’s posters on the streets. People can vandalized it and depending on how the poster is; if it’s paper it can get easily damaged by weather conditions.

Leaflets –
Depending on the leaflets aesthetics, it can grab people’s attention, but mainly leaflets are only effective to people that are interested on the content.
Disadvantage – When people aren’t interested they can simply throw the leaflet away and pollutes the environment.

Case Studies

Royal Mail – Dancing Cat
Business Enterprise
Target Audience:
Mainstreamer – Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money ‘family’ brads. Almost invariably at largest 4Cs group.
Housewives and children. ’Analysis of purchase patterns revealed that Christmas was a key period for smilers. TV ads targeted busy mums between 6:30am and 1:30pm.’ Mums that stays at home with their children and most of the time, if children aren’t at school they would be at home watching television with their mums.
Databank:
Sector: Services & Utilities
Brand: Royal Mail Smilers
Campaign objectives: Build awareness and sales of Royal Mail Smilers
Budget: £100,000-£500,000
TV usage: 20-second advert
Media Mix: TV, search
Channels used: GMTV, ITV, C4, Five and Multichannel

The TV Solution –
‘TGI studies revealed that 3.4m women- most of them busy mums- have uploaded and shared photos online. Women are 20% more likely to do this then men and also more likely to send Christmas cards.1* ‘ Smilers are the name of the personalised stamps from the Royal Mail, which allows people to add pictures of their choice or have personalised stamps; ideal for birthday greetings and letters and Christmas cards. Housewives are most likely to order Smilers, because they have seen the advert.
Results:
‘…TV drove coverage very quickly reaching 47% of all housewives over 2 weeks in November. The ad has been seen on total of 12.2m people.’2*. This shows how many housewives have seen the advert and how effective it was.
My Opinion:
‘The ad was so successful that was watched more hen 170,000 times online, featuring on Youtube’s most watched page…”3* – It’s evident that the TV commercial was highly successful due to the fact that it’s a cat dancing. The ad is about a man with a video camera; not a professional one. The cat was sitting on the sofa; looking lazy and the man entice the cat to dance so that he can record it. The way that the cat was sitting and the way it got up, it was like as if the cat was a human, because the body language was of a human body language. When the cat got up, he didn’t seem to be excited nor ashamed to dance to the camera, it was relaxed because it was silly. If instead of having a cat dancing and having a human dancing, it wouldn’t be as funny as it was because, it’s a cat and it’s dancing. The music that the cat was dancing was disco dancing, which people very often do it, but being childish.

Types of Shots –
The type of shot used at the beginning of the advert was long shot and level shot, where you can see the environment that the cat was, which you could clearly see that he was sitting on the sofa, on the living room, watching TV. When the man entices the cat to dance, he zooms in the cat, so we could focus on the cat dancing. After showing the cat dancing, there’s a shot, where the cat has its picture taken, but just the face and was the personalized stamp; Smilers.
Voice over:
The voice over is the same voice of the man, that was recording the cat dancing. The voice over had a fun tone of voice, which goes with the advert because it’s a funny and’ outgoing’ advert.

1*2*3* Quotes: http://www.thinkbox.tv/server/show/ConCaseStudy.1524

Drench – Brains Dancing
Business Enterprise
Target Audience:
ABC1 Adults:
Mainstreamer, Aspirer and Succeeder – Wealthy mature professionals, large houses, older affluent professionals, older families, prosperous suburbs.
Sector: Drinks (non-alcoholic)
Campaign objectives: Launch drench, drive rapid awareness and build distribution through trade.
Budget: £2m-£5m
TV usage: 90-second TV ad, 60-second TV ad, 10-second TV ad
Media Mix: TV, online, point of sale, PR
Channels used: ITV, C4, Five and multichannel

The TV Solution –
‘A making-of film was released for YouTube and Facebook communities to build buzz around the campaign, while an online dance game tested people’s mental skills and hand/eye co-ordination.’1* This advert was made to be viral, because the company that created the video knew that it would amuse their target audience and even some of the public that wasn’t part of the target audience watched the video on Youtube and searched on Facebook.
The Results:
‘The TV ad achieved 136 ratings during the three weeks, equating to a reach of over 13m ABC1 adults, helping to create a buzz around the new brand. The song from the ad entered the top 40 as consumers started doing and filming their own Brains’ drench dances.
More than 2.5m people sought out the ad to watch it again on YouTube, with more than 140,000 people watching the ad and playing the game at staydrenched.co.uk.’2*
‘Within four weeks, drench was outselling Evian in Woolworths and Tesco had given the brand priority at the front of store. Sales were up 107% and drench had become a £4.3m brand.’3*
1*2*3*Quotes: http://www.thinkbox.tv/server/show/ConCaseStudy.1510
My Opinion-
The advert has been highly well-known, because it’s a string puppet dancing to an upbeat 90’s dance. The first seconds of the advert the string puppet dances moving in the classic jerky style, which is very amusing. Later on, the string puppet sits down and drinks Drench, gets up and continues to dance, but with even more energy and the dance moves gets more intense. This was to show that the water ‘keeps you going’ because you are now hydrated. The music changes, when he gets to dance again and it’s a funky 90’s hip-hop song. The son g selected to play on the advert was very wise, because 90’s music is very well-known because most of the pop and hip-hop music has a quick upbeat. Overall the advert was liked by many people because of the way that the string puppet danced to the music.
Types of Shots-
The first scenes of the advert are long shot and level shot where the audience can see the environment that the string puppet is. The string puppet is the centre of the shot. The fist seconds, it’s dark and the music starts playing. The lights turns on, the puppet starts dancing. When the puppet goes dancing towards the chair to sit down, there is a mid shot, from the side, showing the puppet drink the water Drench. When the puppet is done drinking water the view of the shot goes back to long shot and a level shot. Towards the end of the clip, the view changes , where the focus is not just on the puppet, it’s a high-angle shot, where you can clearly see that he’s on a studio, dancing. Later on the shot goes back to long shot and level shot, where the puppet slides on his knees and the view has a mid shot and the moving image freezes and the captions comes up: ‘Brains perform best when they’re hydrated’ and an images of the bottle of the water shows up.
Voice Over-
The product Drench is very well-known, that it didn’t need voice over, it just had an image of the water bottle , the slogan and the catch praise.

Barnados’ – Break the Cycle
Social Enterprise
Target Audience:
ABC1 (Ages between 25-55) –
Mainstreamer, Aspirer and Succeeder -Wealthy mature professionals, large houses, older affluent professionals, older families, prosperous suburbs.
Sector: Charity
Budget: £1m-£2m
Campaign shape:
The campaign ran from November 24 to December 21 with ads only allowed to run after 9pm because of the content. In total 397 ratings were delivered across all channels, with activity up weighted in week one. Evidence that the commercial had some strong’s scenes, because it was showing what happens with some peoples life’s – Strong language, use of drugs and violence.
TV usage: 40-second ad, 60-second ad
Media Mix: TV, PR, online
Channels used: ITV, C4, Five and Multichannel

The TV Solution-
‘To do this, it communicated the vicious cycle of abuse, despair and deprivation that children who are caught on the edge of society often face.’ The quote at the end of the advert says ‘ Children in Trouble’ and by showing the scenes repeatedly highlights the types of abuse a child can suffer and if the abuse is not reported, it never ends and turns into a cycle.
‘TV would help broaden awareness of Barnardo’s itself as well promoting a greater understanding of the issues facing children.’ Having an advert showing on the TV, would be more effective than just having a billboard, because the advert shows various scenes of abuse, which is very captivating and makes the viewer reflect more, then just seeing a print advert.
Results-
‘Awareness of Barnardo’s rose by 33%, while recognition of the charity’s positioning of Believe in Children doubled. ‘The number of Google searches for Barnardo’s doubled and visits to the website were nearly double the same period last year.’ This shows how the advert got their audience engaged, just by showing the strong scenes repeatedly and how evoked their target audience emotions to at least visit their website and do further researchers about the charity.
Quotes: http://www.thinkbox.tv/server/show/ConCaseStudy.1551
My Opinion-
The advert is very effective and ‘raw’ because it shows what happens in real with people who suffer abuse. The strong scenes are very intriguing, which makes the viewer reflect about it. ‘Although the charity did not include any fundraising messages as part of the campaign, there was an increase of almost 50% of people wanting to donate to Barnardos, with money being donated direct via the website.’ – It was also effective because most o adverts from charity companies, are always asking for the viewers contribution on fundraising to help people who are suffering abuse. The repetitive scenes, showing a female teenager being abused at home, being bullied at school, using drugs and getting arrested, is showing that her life is the same, nothing is going to change because she’s alone and there is no one to report on what’s happening to her.
Types of Shot-
The first scene of the advert is a female beating another female which seems to be older. This happens in the front of a grocery store. The next scene is the female who committed the crime, being locked on a jail cell. Next scenes are the girl at home, being assaulted at home by a male, being bullied at school, heavy use of drugs and she committing the same crime again from the first scene at the beginning of the advert. The same scenes keep on repeating, but on a high speed, where it creates tension and showing how her lifestyle never changes. A tile board shows up and the background sound, is the girl weeping: ‘For thousands of children in the UK the story will keep repeating itself, until someone stops it’ And the logo of the charity shows up and the tile and slogan, which gives the address of their website: ‘See the difference we make at …’ The use of the colour of the advert is dark and very dull, which is reflecting the life of the character of the advert.
Voice Over-
The advert does not have a voice, because of the use of the power scenes. The simple tile board, the logo of the charity and their website, was enough to make the target audience get interested by what the charity does.

PlayStation –
‘PlayStation Portable White is coming’
Business Enterprise
Target Audience:
Mainstreamer, Aspirer and Explorer – ‘Sony aims to switch the focus of the current target market for the PSP towards “a younger audience” 1*
Advertisement on billboards:
Ads on billboards are there so everyone can see. Sony – PlayStation is a very well known gadget which is used by millions of people around the around, with a range of ages and used by both female and male, majority being male.

Advert-

My Opinion-
The ad has black male wearing black clothes and very pale female using white clothes. The female is bigger than the male. His facial expressions show desperation and fear and the female is bigger than the male and her body language shows that she has the power over the male, the evidence is the female grabbing he’s face. This ad has been very polemicist because it was a matter of racial issues. ‘Sony did apologize to those offended by the campaign, also stating: “We recognize that the subject matter of one specific image may have caused concern in some countries not directly affected by the advertising.2*’

One of my theories of what the public thought about the ad – Decades ago black people weren’t respected, they didn’t have the equal rights as a white person would. The ad is showing that the white people ‘will take over again’ that they are going to gain the power and respect that they used to have (every race has equal rights).
Other theory is that white is simply better than black, not just the new portable PlayStation, but race color as well. In the society that we live, some believe that males will always be stronger than females fiscally and probably mentally. The ad has a female which is bigger than the male, and she is grabbing his face very violently, which it shows the lack of respect towards the black male and due to fact that the female is pale white; she’s bigger, better and has the power.

Quotes: 1*2*
http://www.guardian.co.uk/technology/gamesblog/2006/jul/05/sonyadcasues

Proposal
Adobe Youth Voices

Production Company:
Working Title: Teenager slump
Duration – Maximum 1 minute

Purpose –
The video is going to be about the problems that teenagers suffer that cause depression. The video is going to show different teenagers with different problems. The purpose of making this video is to show that teenagers that are suffering can get help and other teenagers that had the similar problems can help others. This is to show to the audience, that Adobe Youth Voices gives a chance to young people to express themselves and how being involved in certain projects, people can help each other by using the media in a positive way.

The Theme –
Being moody and uncommunicative is part of the teenage years, but it doesn’t mean that they are depressed. However some teenagers cannot cope with changes in their life e.g. parents got divorced, moved to a different state, feeling excluded etc. Some teens see that the only solution is drinking alcohol excessively, taking drugs, even harming themselves and some tries to commit suicide. There is going to be a female with a lack of confidence, suffering from body image, relationship and stress due to exams. The teenager male is depressed because he’s being bullied at college, feels like he doesn’t fit to any group and he doesn’t accept that he’s parents got divorced. In the end they overcome their problems and this video will show that problems that teens face is really common and that there is always a solution.

Target Audience –
Adobe Youth Voice’s is aimed at middle and high school age youth; therefore the video will be aimed at them:

• Age: 14-18

• Gender: Both genders will be part of the video; therefore both genders can watch the video.

• Race: Multi-Cultural; different ethnicity group will be part of the video.

• Location: The video will be based in London, but people from other countries will be able to watch the video, because the video is about the most common problems that teenager’s face that causes depression – if the video goes on the internet, it will be possible for them to watch.

• Demographics: The video will be aimed at teenagers and they are in the class E – unemployed, students, pensioners, and casual workers. Explorer – Energy – autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect – the first to try new brands.

Attraction to an Audience –
The video is aimed at teenagers, therefore the video will be about the. The narrator of the video is going to be a teenage male, on which he will be using colloquial language, so the audience can feel a connection from the video to them and this will keep them engaged.
Audience Identification – this is the way in which audiences feel themselves connected to a particular media text, in that they feel it directly express their attitude or lifestyle.

Subject Matter –
There is going to be a female with a lack of confidence, suffering from body image, relationship and stress due to exams. The teenager male is depressed because he’s bullied at college, feels like he doesn’t fit to any group and he doesn’t accept that he’s parents are divorced. This advert is going to show the most common problems that cause teenage depression and it will show how they overcame their problems.

View Point –
The viewpoint of the video is going to be from teenagers, how they see other teenagers suffering from depression. Throughout the scenes of the video, there is going to be a narrator, which is going to be a teenage male.

Duration and Format –
When recording the scenes for the female teenager, where there are 3 different situations, for each situation there is going to be a different female teenager and the same for the male teenager.

Scene 1 – Female looking at herself in the mirror, with an anxious facial expression. The camera angle used for this scene would be a wide-shot to show the female looking and touching her body – being critical about the way she looks. (Hands on her waist).

Scene 2 – Male sitting on the stairs at college with his ripped materials spread all over, and he’ll be softly weeping. To get this scene shot, the most effective way to use a camera angle, will be a mid-shot to show the environment of where he is and then a close-up on his face to show his emotions.

Scenes 3 – Male feeling excluded from the others at his college. This scene would be the male sitting by himself and everybody is passing though him – to show that he’s alone, there should be a time-lapsed camera, showing the boy sitting down on a chair and many people would be walking, while the he’s there sitting and nothing happens.

Scene 4 – The scene for the female teenager, would be about relationship and for this scene, there are two ideas. First idea is to have the female on her bedroom, lying in bed and she receives a text message from her partner and the partner is ending the relationship with her. For this scene, the first shot would be a wide-shot showing the environment and then another shot of the female holding her phone and receiving the text message, then back to a wide-shot showing her reaction; body language.
The second idea is showing the female sitting on the exterior of the college, sitting on a bench and she receives the text message from her partner wanting to end the relationship between them. The shots would be similar from the first idea.

Scene 5 – Male teenager would be him talking to someone about his parents divorcing. This scene would be a wide-shot, showing the environment and he’s body language. The idea to shot this scene, would be having the male sitting on the floor, weeping to himself and a friend approaches him, asks what’s the matter and he’ll say that he’s parents got divorced.

Scene 6 – Female would have a female trying to concentrate on her studies. She’ll be revising at college, where there are other students around her and she has a lack of concentration. The other shot would be the female receiving her exams results and it would be low grades and she’ll be not happy. For the scene where she’s sitting down at the table with her books, the camera angle used will be wide shot to show environment. A close-up shot on her face showing that she cannot concentrate. A close-up shot on her results showing her low grades and the final shot of the female, a wide-shot showing her reaction; body language.

Roles –
For the video, it’s going to be needed 3 teenage females and 3 teenage male. There are going to have scenes where they’re going to have the parents, so it needs 1 older woman and 1 man – for this role, it was used teenagers, one male and one female; the camera angle will not capture their faces, just their hands to show body language towards the other teen, which is the teen that will be suffering from depression because parents got divorced.

Music –
The music has to be dark and slow at the beginning, later on the music changes the beat, to something more upbeat and less ‘dark’ which is going o change when the situation of the teenagers on the video changes to better. This will show how depressing their lives where and when they get better the music changes, because they changed. Changing the beat of the music will show the audience that they are happier. The two possibility of the genre of the soundtrack would be different from each other.

• Possibility 1 – melodramatic melody with delicate piano for the beginning of the video and a slight change; more upbeat for the scenes where it will show the teens overcoming their depression.
• Possibility 2 – urban style Deep House music, with an abstract atmosphere which makes the video more dark, because the music is intense.

Video Effect and Lighting –
The video is going to be about depressed teenagers, therefore using a mysterious, glooming effect on the video will be the most effective and appropriate, the viewer will see and feel the dark atmosphere transmitted to them and with the depressing scenes, this will engage the viewers because the video effect, the scenes and the music will link.

Poster –
The poster needs to not only promote the video, but to promote Adobe Youth Voices – to arise awareness about it and to show that the project is linked to it. Initial ideas for the poster was to create a poster with Adobe Youth Voice’s logo and in the center of the poster, there would be a title, most likely to be written – ‘Why people get depress?’ but the video is not only about depression and viewers could think that Adobe Youth Voice’s deals only with depression issues and the poster would e cliché. Other idea is to take a picture of teenager, with a miserable look, dark colors and a simple title with the Adobe Youth Voice’s logo.

Feasibility –
The video will be not an issue because the location will be at college, there’s no budget and there is the technology needed and it provides good quality work – cameras, computers and software’s . The only issue that might be a problem is the time, because there is not enough time. Overall the video is possible to record.

Location –
The video will be recorded at different locations at the college and one of the ‘scenario cases’ had to be recorded at a studio:

• Stairs – Male teen that was bullied
• Restroom – Female teen dealing with body image
• Classroom – Male teen feeling stressed due to exams
• Studio – Parents having an argument in front of the female teen

Health and Safety –
The video is going to be recorded on internal premises – college, where there will have many students walking around and to make sure that there will be no interferences, the video should be recorded at times where it’s less active around the premises. While recorded the video, make sure that the person that is responsible for the sound, holds the microphone cable and the boom pole is steady and keeping the cables away from other people and specially the person that is carrying the camera while recording. For the scenes on the external of the premises, make sure that the weather conditions are decent and appropriate – make sure to not go on slippery surfaces while carrying equipment.

Production Schedule –
The video for the advert is going to start being recorded on the 3rd of October 2012. Deadline – 16th October 2012:

• 3rd October – Recording scenes on stairs and restroom scene.

• 8th October – Recording scenes on stairs – overcoming problem and start editing.

• 9th October – Take picture for poster and edit. Create soundtrack for the advert. Record voice over.

• 10th October – Edit recording

• 15th October – Edit recording

• 16th October – Final Edit

• 17th October – Presentation

Equipment List –

• Camera – Panasonic TM 300

• Tripod

• Tripod plate

• Rifle Microphone

• Mic Cable

• Wind Shield

• Headphones

• Boom pole

• USB Cable

Evaluation
Adobe Youth voices
Title: Teenage Slump
Duration: 48 seconds

Purpose –
The purpose of the video advert was to show the viewers problems that can cause depression on teenagers. The video was going to show different teenagers with different problems. The aim of the video advert was to show teenagers that may be having the same types of problems shown in the advert could get help. One of the ways that teenagers can help among themselves is by talking about their concerns and expressing themselves, on which Adobe Youth Voices gives that chance, providing digital tool to imaginative and creative young people.

The Theme –
The final idea for the advert was to record teenagers with several different problems that may cause depression. There was going to have a female teenager with a lack of confidence, suffering from body image, unhealthy relationship and stress due to exams. The other situation was a teenager male is depressed because he’s being bullied at college, feels like he doesn’t fit to any group and he doesn’t accept that he’s parents got divorced. In the end they overcome their problems and this video will show that problems that teens face is really common and that there is always a solution.
The female teenager looking at herself in the mirror and feeling good about her image.
The male that was bullied, has his school materials all ripped and it’s spread around the floor and someone comes and picks his things up and gives the bag back to him.
The divorce scene has the female teen sitting in between her parents while they are arguing, the solution is there parents holding her hands and this show the viewers that the female teen will still have their parents by her side.
For the stress scene there is a male teen resting his head on the table while there are people passing through and giving him more work to do and the narrator starts speaking about that does are the most common problems that causes depression on teenagers and gives the information to get in contact with the hotline – Hope Line that can help teens that are suffering from depression.

Attraction to an Audience –
With the advert being about teenager and targeted at teenager, to engage the target audience it was used a teenage male as a narrator explaining that is very common that teenagers suffer from depression.
Audience Identification – this is the way in which audiences feel themselves connected to a particular media text, in that they feel it directly express their attitude or lifestyle.

Video Effect and Lighting –
The idea was to make the video using a mysterious, glooming effect on the video will be the most effective and appropriate, the viewer will see and feel the dark atmosphere transmitted to them and with the depressing scenes, this will engage the viewers because the video effect, the scenes and the music will link.
When the video as edited, it didn’t need any video effect, because the message was directive enough to show the viewers that the advert was about depression. The teenagers on the advert doesn’t talk, therefore it was used captions to explain the situation e.g. The first scene is of the male teenager sitting in the stairs and by his body language the viewers can conclude that the teen is upset and the caption appears where it says ‘Bullying’ because the teen as bullied. To move to different scenes, it was used transactions fading to black, during maximum 3 seconds.

Music –
The idea for the soundtrack of the video advert was to be dark and slow at the beginning, later on the music changes the beat, to something more upbeat and less ‘dark’ which is going o change when the situation of the teenagers on the video changes to better. This will show how depressing their lives where and when they get better the music changes, because they changed. Changing the beat of the music will show the audience that they are happier. The two possibility of the genre of the soundtrack would be different from each other.
The soundtrack of the advert does not change, because is a short video and it wasn’t necessary for the music to change according to the situations. The music suits very well with all of the scenes, being very calm with an upbeat.

Location (Recording) –
The video was recorded in several different places:
Stairs where the male teen was bullied, the female dealing with body image and the scenes where the female’s parents were getting divorced and the male, which was stressed because of large amounts of work, was recorded at a studio. The idea was to record the female parents getting divorced at a scenario that was ‘homelike’, but the recording at a studio with a simple grey background, gave satisfactory results.

Campaign Methods –
The video advert will be shown on television adverts on channels that the target audience is most likely to watch entertaining and music channels such as – MTV, Channel 4, E4 etc.
On the Internet will be on video adverts on YouTube and popular social networks such as Facebook and Twitter. Posters can also be advertised on the Internet and also on underground tube stations at boroughs that has local school, colleges and sixth-form.
Advertising campaigns on right places and the right TV channels, it can be successful, because it is advertise directly to the target audience. The advert would be shown at certain times, in the mornings between 7 am till 9 am and in the evenings between 5pm till 10pm. Majority of the target audience are students, these times are the most likely for them to be watching television.

Final Product –
The video advert has 4 scenes with the different situations:
• Bullying
• Body Image
• Divorce
• Stress
Not all of the situations have a following scene showing the problems being solved. The body-image scene, there is a female teenager looking at herself in the mirror and then she looks directly at the camera and smiles. The first idea for this scene was to make the female look at herself and feel uncomfortable and the solution would be the female being complemented by a group of males and this would make her feel better about herself.

Poster –
The initial idea was to create a poster with a person looking miserable – black and white. This idea would be suitable, because it would link with the video advert, on which was going to have dark lighting effect. There are 2 posters. Both are similar, created on Photoshop;simple and bold with both promoting the video advert and Adobe Youth Voice’s.

Final Product –
The final product is satisfactory, it gave out the aimed information for the target audience, it has good quality shots and it’s easy to understand. Not all of the scenes wanted was recorded, because there wasn’t enough time therefore there wasn’t enough footage to edit for the extra scenes so the video was shorter then expected. The video has no lighting effect, the natural lighting was maintained. The only effect used was the transactions to move different scenes, voice-over and captions.

The first scene of the video advert is of the teenage male that had been bullied, with his things on the floor, later on a person picks up his things and throws the bag at him.

The following scene is of the teenage female dealing with body image and the scene is of the female looking at herself in the mirror, turning to the camera and smiling indicating to the viewer that she is happy with the way she looks, yet she is very concerned about her appearance.

The initial idea was to make a female looking at herself and feeling bad about the way she looked and the solution for this situation would be, the teenage female walking pass a group of teenage male and they would compliment her and she would start feeling good about herself, because her ego was boosted.

The ‘divorce’ scene came out the way that was planed, the only improvement needed was to change the setting, adding mise en scene to look more like a family home. This scene is very clear because the teen is at the center of the camera angle, showing the teen sitting at the table while the camera only captures the arms of the parents, that are arguing. The viewers knows that the parents are arguing because of the body language – their arms are very agitated and when they are comforting the teenager by holding her hand and softly stroking it.

The last scene is the a teenage male lying on the table, with his head cover while there are other people are passing by his table and giving him more work to do. The viewer will understand that he his lying on the table because he is stressed due to large amount of work to do and exams, on which can cause depression. This scene starts with a extremely-close shot of the paper that his on his side and the starts zooming out. When the table is visible, that’s where the other people starts passing by his table and giving him work to so.

The camera only captures the legs of the people passing by the table and as soon as the last person passes by the table the captions shows up and it gives the information of the hot-line and explaining that those were the most common problems that can cause teenage depression.

This scene is informing the viewers that there are various ways that teen can get depressed after showing all of the scenes. This scene has various elements that gives information that could help the viewers.

-Presenting statistics.

-Advising the viewers to seek for help if need it.

-Info of the hot line.(hope-line)

The advert makes the viewer feel reflect about themselves or someone that they know that is suffering from depression or that just needs help.

Adobe Youth Voices gives opportunities for talented youths, middle and and high school age around the world to communicate their ideas,concerns, aspirations, visions and express themselves using digital tools and to create media with purpose.

This gives young people more opportunities to gain skills on multimedia, digital art, web, animation or audio projects. the Adobe Foundation invests nearly US$8 million per year in the Adobe Youth voices program, primarily through training, educational resources and grants. All the skills that the youth will gain are all critically important skills that can help them attain a competitive edge in school, their careers and life.

Work exhibition from participants can be shown via traveling art exhibits, film screenings and festivals; on the Internet, in publications and through other local and global venues.

Adobe Youth Voices program not only improves young peoples working skills such as being more critical about their own work, better communication and related skills,but it improved community perception of youth, increased social action and civiv engagement and increased self-esteem.

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