Proposal

This is my proposal for the Storyboard Project for a political campaign ad for Partai Solidaritas Indonesia. 

 

The advert starts off in the waiting room of a hospital. One old guy is looking at his queue number awaiting for his number. He gets called up and he has to pay for the medical bill. The nurse hands him the bill and he sees the price and realises how expensive it actually is. Then someone bursts in and yells out "we won!". Everyone starts cheering. Pan to TV of Giring giving victory speech. Man celebrates and rips up the receipt and everyone in the hospital starts cheering. Then the party slogan "PSI Menang, BPJS Gratis" would fade in as the man dances and then the screen fades black with the slogan and the party logo and number fade in too.

 

Self Reflection:

 I found it quite difficult to think of an idea for the advert. I spent way too long trying to figure out how I can make my plan acceptable and make sense. In the beginning, I wanted to plan a storyboard for a man's health and physical appearance to deteriorate as groups of people in different coloured jackets and then one man in a red jacket comes past and helps this man and brings him back into his original form and even improve him. However, upon consultation with my teacher, we decided to switch up the plan to the current proposal. 

 

The easy part was once my teacher and I revised the plan, he advised me to add a twist to my advert, which comes in the form of the people bursting through the door of the hospital, and then the healthcare became free. It was easy to formulate and expand on this idea because of how simple and adaptable the storyline is. I really enjoyed this part. 

Practice Storyboard

 Here is my storyboard practice.

Self Reflection:

The easy part of this practice was the drawing of the storyboard. Despite, the drawings being easy to draw, they're absolutely terrible since I rushed them a little bit. The difficult part was analysing the first 20 seconds and figuring out what techniques and other details were used and putting them in the right order for each drawing. I believe this will help me gain a better understanding of how storyboards work and how to make one. 

My Target Audience

Here is my target audience as part of my project proposal

1. Product/Company Description:

• Company/Product Name: Partai Solidaritas Indonesia

• Product Overview: Promises free government provided Health insurance (BPJS)

2. Target Audience Demographics:

• Age: 50-85

• Gender: Male

• Income Level: Retirees and Pensioners

• Education: High school

• Occupation: Retired

• Geographical Location: Indonesia

3. Target Audience Psychographics:

• Interests: Free time

• Lifestyle Choices: Need for healthcare

• Values and Attitudes: Conservative

• Opinions: Need for lower price of healthcare

4. Understanding Consumer Behavior:

• Needs: Need for free healthcare

• Motivations: Low income, pension cannot afford healthcare

• Pain Points: Money saved

5. Competitor Analysis:

• Competitor Name: (1)PKB, (2)Gerindra, (3)PDI-P, (4)Golkar, (5)NasDem,

            (6)Partai Buruh, (7)Gelora, (8)PKS, (9)PKN, (10)Hanura, (11)Partai Garuda,
            (12)PAN, (13)PBB, (14)Partai Demokrat, (16)Perindo, (17)PPP, (24)Partai Ummat

• Competitor's Target Audience: Mature people

6. Target Audience Persona:

• Persona Name: Pensioners

• Age: 50-85

• Gender: Male and Female

• Occupation: Pensioner

• Interests: A lot of free time

• Lifestyle: Declining health

• Values and Attitudes: Conservative

• Needs and Motivations: Free healthcare

• Pain Points: other parties are corrupt and won't do anything

7. Aligning Advertisement with Target Audience:

• Message: Free healthcare for older people

• Visuals: Red jackets

• Tone: negative towards other traditional parties

Self Reflection:

I found that this really helped me better understand my target demographics and target audience and

helped me determine what sort of advertising that older people prefer and how to sell a political party

more targeted towards the younger audience, to an audience who is more mature.

Research

This is my research for my storyboard project.

MoneySuperMarket.com Advert Analysis
Title of the Advertisement: MoneySuperMarket.com
Brand/Product: Insurance
Duration of the Advertisement: 1 minute
Brief Overview/Summary: 

1. Target Audience
• Age Group: Younger People (18-35)
• Sex: Lean Male
• Interests: Saving Money
• Lifestyle: Low-income
• Class: Working and Middle class
2. Message and Purpose
• Message was that you can be cool by saving money through the purchase of insurance as was seen with the theme of the advert which was the fantasy of Phil.
• The purpose was to sell insurance from MoneySuperMarket.com.
3. Meaning and Interpretation
• There was humour through Phil's fantasy of being a gangster with women in his invisible car.
• Music used was appropriate with the theme of the advert around American gangster lifestyle.
4. Effectiveness
• This ad was not very effective in the sale of car insurance. However, it was effective in capturing the audience through the visual humour of the character Phil and his fantasy.
5. Personal Response
• I did not like this advert due to the fact it strayed away from the product. I personally like it when adverts promote the product and its benefits or features. 

Cadbury's Advert Research 

Title of the Advertisement: Cadbury's Gorilla Playing Drums
Brand/Product: Chocolate
Duration of the Advertisement: 1 minute 30 seconds
Brief Overview/Summary: Gorilla Banging Drums

1. Target Audience
• Age Group: Younger People (10-30)
• Sex: Both 
• Location: United Kingdom
• Lifestyle: Unhealthy
• Class: All
2. Message and Purpose
• Message was gorillas can play drums.
• Purpose was to sell their product of chocolate to a younger audience as well as to get people to be talking about it.
3. Meaning and Interpretation
• Humour through the use of a gorilla which grabbed the audience's attention before beginning to play the drums.
• Music used was of a high popularity among the British audience which would keep people watching maybe just to listen the the rest of the music.
4. Effectiveness
• This ad proved to be effective across the world as it started the world-wide trend of advertisements shifting from selling a product to grabbing the audience's attention.
5. Personal Response
• This ad did not resonate with me as I am not a fan of the method and music used to sell the product. The advert was very far from the product and the only thing that related to the product was the use of a purple background which is the same colour as the packaging that is used on Cadbury's products.

Barbie Advert Research

Title of the Advertisement: Barbie So In Style Doll Commercial
Brand/Product: Minority Barbie Doll
Duration of the Advertisement: 30 seconds
Brief Overview/Summary: Reaching Minorities

1. Target Audience
• Age Group: 4-14
• Sex: Female
• Ethnicity: African-American People
• Location: United States of America
• Class: All
2. Message and Purpose
• Message was a new diverse group of barbie dolls through the addition of African-American barbie dolls.
• Purpose was to target a new audience of minorities within the United States of America as well as to pander to them to buy barbie dolls that reflect the user.
3. Meaning and Interpretation
• Girl child actors of African-American decent were used to reflect the target audience.
• Pandering to minorities to make money.
4. Effectiveness
• This advert had the sole purpose of pandering to minorities and was most likely effective as many minority children aren't represented in the toys they own, therefore it was effective in pandering to minority children because minority children could relate more to the toys they play with.
5. Personal Response
• I do not care for barbie dolls. If I were to see this on the Television, I'd flip over to the next channel. Not because I'm racist, but because I don't like watching uninteresting ads.

HOMEWORK

Big Kev's Cleaning Products - https://www.youtube.com/watch?v=QzYhVip1vH0 

Title of the Advertisement: Big Kev's Cleaning Products
Brand/Product: Cleaning Products
Duration of the Advertisement: 30 seconds
Brief Overview/Summary: Promoting Australian Made Products

1. Target Audience 
• Age: 30-70
• Sex: Both (Lean Female)
• Location: Australia
• Occupation: House wife
• Lifestyle: Pro Australia
• Interests: Supporting Australian Made Products
• Star Appeal: Big Kev
2. Message and Purpose 
• The message was that Australians should be supporting and buying Australian owned and produced cleaning products.
• The purpose was to entice viewers into getting excited to buy domestically owned and made products.
3. Meaning and Interpretation
• To convey to the viewer that there are a lot of imported products that are exporting profits overseas.
• To inform the viewer that there are not a lot of Australian owned and made products in supermarkets.
• Tap into a market of patriotism.
4. Effectiveness
• The advert had the purpose of promoting Australian owned and made products to keep profits within the country instead of exporting the profits to other countries. This was very effective advertising as the viewer's attention was grabbed by a local celebrity by the name of Big Kev. Not only that, but the Aussie apron coupled with a typical Australian barbeque party would've captured the viewer's eyes.
5. Personal Response
• I believe in supporting domestically owned and made products. Therefore, I believe that the tactics used by Big Kev was good in both capturing the viewer's attention and promoting the product.

Queensland Rail "Take it Easy Take a Train" - https://www.youtube.com/watch?v=_l-WUku9rqA

Title of the Advertisement: Take it Easy Take a Train
Brand/Product: Train Services
Duration of the Advertisement: 30 seconds
Brief Overview/Summary: Promoting Queensland Rail

1. Target Audience
• Age: 20-75
• Sex: Both
• Location: Queensland
• Lifestyle: Working, Easy going
• Interests: Travelling
• Occupation: Logistics
2. Message and Purpose
• The message was to promote train travel and logistics to the people of Queensland and how easygoing it is to do so.
• The purpose was to encourage people to use train travel more for logistics and travel and the efficiency of using trains.
3. Meaning and Interpretation
• Trains are efficient.
4. Effectiveness
• The jingle coupled with the slogan captures the viewer's attention and it will most likely stick with the viewer after the ad airs.
5. Personal Response
• I like jingles and slogans. I believe this was an effective ad in promoting train travel in Queensland.

Queensland Government "We Make it Great in the Sunshine State"
- https://www.youtube.com/watch?v=8nZ66O9mJOc

Title of the Advertisement: We Make it Great in the Sunshine State 
Brand/Product: Queensland Manufacturing
Duration of the Advertisement: 1 minute
Brief Overview/Summary: Promoting Queensland Manufacturing

1. Target Audience
• Age: 18+
• Sex: Both
• Location: Queensland
• Interests: Queensland Manufacturing
• Occupation: Any
• Star Appeal: Norm Lee
2. Message and Purpose
• The message of this advert was to promote Queensland made products under the leadership of Sir Joh Bjelke-Petersen in the 80s.
• The purpose of this advert was to inform viewers of the quality of Queensland manufacturing.
3. Meaning and Interpretation
• The interpretation was that under the Bjelke-Petersen government, they had achieved self sustainable manufacturing.
4. Effectiveness
• This advert was effective in informing the viewer as it showed a wide range of products and manufacturing that occurred in Queensland. This would've encouraged people to support Queensland manufacturing. This advert would've stuck with viewers due to the use of music and choice of videos. 
5. Personal Response
• I like adverts that include music and promotion of domestic production.

Mormon Church Australia - https://www.youtube.com/watch?v=YfHBcM43J0g

Title of the Advertisement: Church of Jesus Christ of Latter Day Saints TV Ad
Brand/Product: Mormon Church
Duration of the Advertisement: 1 minute
Brief Overview/Summary: Promoting a Mormon Church

1. Target Audience
• Age: Parents
• Sex: Both
• Location: Australia
• Ethnicity: Any
• Interests: Christianity
• Occupation: Uneducated Christians
• Religion: Luke-warm Christian
• Values: Christian
2. Message and Purpose
• The message was that life lessons and morals can be taught at home through the "Church of Jesus Christ of Latter Day Saints" (Mormon church).
• The purpose was to convert vulnerable and uneducated Christians into the church.
3. Meaning and Interpretation
• The whole idea of this advert was to teach that morals and values are taught by the mormons.
4. Effectiveness
• This advert is effective in luring in vulnerable non educated Christians who do not know the concept of Mormonism. Deception was used through the name of the church. Usage of a non-related backstory is used as a way of grabbing the viewer's attention, making them think it may be an ad for car repairs.
5. Personal Response
• This advert did have me interested at first, until I saw the last part. I am impressed at the quality of production for its time.

Queensland National Party 1983 State Election TVC - 

Title of the Advertisement: Joh and the Nationals

Brand/Product: The Queensland National Party
Duration of the Advertisement: 50 seconds 
Brief Overview/Summary: Re-election Advert

1. Target Audience
• Age: 18+
• Sex: Both
• Location: Queensland
• Ethnicity: Any
• Education: Any
• Star Appeal: Joh Bjelke-Petersen
• Interests: Queensland Growth
• Occupation: Any
• Values: Conservative
2. Message and Purpose
• The message of this advert was to inform Queenslanders of the progress made by the Joh Bjelke-Petersen government in 1983. Queensland had doubled it's productivity in over 12 years thanks to their government. 
3. Meaning and Interpretation
• The advert was successful in showing patriotism for Queensland through the success story of the Bjelke-Petersen government.
4. Effectiveness
• With the use of statistics and facts, the advert was able to convey the largeness of the progress made under this government. Therefore, it helped viewers to understand better why they should re-elect his government for a sixth time.
5. Personal Opinion
• I believe the use of the different camera angles, music, and statistics used were able to convey a meaningful and informative message to the viewer as reasons why the government should be re-elected.

Self Reflection

I really liked researching this because it gave me a good understanding of what ads look like and how they're presented with all the techniques. What I found difficult was trying to find meaning and hidden messages within the ad. I especially found the Joh 1983 ad to be more relevant as it was advertising a politician to the public which is what I wanted to do as well.

Weekly Progress

This is my weekly progress for the storyboard project.

WEEK 1 - N/A

 

WEEK 2

• Introduced to target audiences

• Introduced to camera angles

• Introduced to project story board

WEEK 3

• Learnt about camera movements

• Small mini-project with partner

• Advert research and analysis

• Analise two more adverts.

Things to do: Analyse two more adverts before Week 4.

WEEK 4

• Mise-en-scene

• Analyse mise-en-scene

• Project SB

 

WEEK 5

• Diegetic and Non-diegetic sound
• Storyboard practice

 

WEEK 6

• Sound
• Edit
• Storyboard Proposal

 

WEEK 7

• Agent Carter analysis
• Camera Angles & Movements revision
• Camera Angles & Movements Unit Test
• Storyboard Project Rough Draft

 

WEEK 8

• Self Reflection lesson, I think it will be difficult to complete as I think it will be complex. 
• Continue storyboard draft. It was easy to draw and think of the drawings needed. I made a few changes to it.
• Commence progress on final storyboard which was alright. Though making the boxes made me a bit frustrated by how unperfect they were.
• Finished 4 of possible 13 shots. I did not care about the boxes this time and made them quite rough with a pen.
• Added shot no. 4 to storyboard which was not part of SB draft. I think it will not hurt to add it as the duration of it would only be quite short.

 

WEEK 9

• We continued the storyboard project. I added the brief post onto my blog thanks to the help of friends. I added mini self reflections on the posts that required them. I found this pretty easy to do since I can remember a lot of what I did. I also managed to finish my final storyboard on Wednesday night which allowed me to complete the self reflection. I found that my time management was spot on this week.
• We learnt about media theories which I found very interesting and relatable as it related to me a lot.

Brief

Here is the Storyboard Project brief 

Camera Movements

Here is my mini project video 

• Camera Pan - Shows surroundings of area, to show the terrain.
• Extreme Long Shot - Shows the subject isolated outside a "church". 
• Close up (Watch) - introduces wait period
• Close up (Face) - to show subject's emotion of patience and seriousness. This shows the viewer that the subject is waiting for something.
• Close up (Watch 2) - to emphasise the time in seconds and that something he is waiting for is near.
• Extreme close up (Face) - to show the viewer the subject's patience in waiting for what he's waiting for.
• Extreme close up (Watch) - the watch has been ticking away and hits the 0 hour mark, shows the viewer that what he's waited for has arrived.
• Extreme close up (Eyes) - possibly to show a sense of regret in the subject, or that the time has arrived. 

Self Reflection:

I personally enjoyed working with Angkasa to create this project. We both agreed that he'd act and I'd edit and put the video together. However, we disagreed too many times on the scenario he was to play out as well as what camera angles and movements we were to use. Thankfully, we were able to find a solution and finally agreed to a scenario.

This project was very low effort on my part as I procrastinated. I believe we could've done better with the edit if we had the correct software, as we only used clipchamp, which I am familiar with and have been using to make mock political adverts and other school projects. I believe I should've used software like Adobe Premiere Pro to deliver a much more acceptable result.

This project was filmed on a low end mobile phone without any motion stabiliser in use. I had to use my hands which are very shaky when I'm trying to film something very still. I think it would be better to bring a tripod and proper camera for any future filming and editing projects.

This project has helped me understand what I need to prepare beforehand, as well as finding out what my faults are in terms of filming and editing. Next time, now that I know more camera angles, movements, and shots, as well as what software I'd need, I think I will be able to deliver a better and more acceptable result.