Proposal

Here is my proposal for the storyboard.

Name of the Product : Miss Dior Eau de Parfum

New Target Audience :
my new target audience are people, specifically women from the age of 16 - 24 years old and i'm also targeting middle - high class people. i selected this group of people as my target audience since the perfume's aroma will be pretty light, not overpowering and ideal for daily activities. it also has a floral scent, which makes using it feels revitalizing. i made my new target audience younger because they tend to be more active since this scent is perfect to use before and after engaging in outdoor activities. the colour scheme of this perfume is also very soft which is suitable for younger generation. lastly, because i believe that the product is slightly more expensive owing to the quality that it has, i specifically targeted middle - upper class people. i added middle class people instead of just focusing on the upper class people because i want it to be more affordable than the original product since it is targeted to younger audience. i'm also changing the geographical location to Japan since Japan has a high maximum temperature during summer and in Japan, the cultural state of mind around fragrance doesn't really exist it is actually considered culturally offensive to wear strong scents, so light and fresh understated scents are the preference. 

What will your ad be like? 

i will start my ad by having a 19 year old girl named Miihi (a Japanese singer) waking up from her bed in the morning and ready to start her summer break. she walked towards a huge window in her room and starts opening the curtains. looking at the sky, she realized how hot the day is. she then starts choosing her outfit and perfume that she'll be using for the day because she wants to go to a picnic with her friend. she was seen spraying the perfume and putting it in her bag to bring it with her. she then walks to the park to meet her friend. they went cycling, running around, playing beach balls, etc. then they sit down to rest and watched the sunset together. after that, her friend rested her head on Miihi's shoulder and realized that Miihi still smells good even after doing an outdoor activity for a long day. curious, her friend asked what perfume she used so Miihi took out the perfume from her bag and offered her friend to use it. then, her friend used it and they both smells great while walking home. to end the ad, the scene will then turn to have plain soft pink background colour and flowers will start popping out and fill the screen. after that, the perfume will be shown by popping out of the flower. then, the ad will proceed by having the catchphrase appearing on the screen with soft pink background 'The scent that's a rose to your senses' and ends with the 'Miss Dior' writing.

Text Analysis : A Quiet Place

This is my video analysis for 'A Quiet Place'

The text was an extract from the film 'A Quiet Place'.

The film maker wanted to convey that the characters are trying to get away from the place that they're currently at (1), it also shows that the characters are trying to keep quiet to hide from something (2). lastly, it also shows that they are not supposed to be there as the place looks abandoned and eerie (3).

I think that the characters are trying to get away from the place that they're currently at because firstly, they used medium shot to focus on what the subject is doing. In that scene, it shows that the characters are trying to keep quiet by using sign language while the camera angle focuses on their hands and facial expression to made it seems like they're trying to to hide and remain unnoticed from something. The medium shots are also used to focus on the character's movement. It shows us that they're having a sense of panic while trying to keep calm because of how fast but silent the character's movements are. They also used close up to focus on the subject (medicine/pill) that the child is taking. This shows that the child might not be in a good condition. Close ups are also used to focus on the facial expressions of the characters which helps the audience to recognize and understand the character's feelings easier. Lastly, they used pan and tilt as their camera movement to show the overall settings of the place. The set is designed to be big but empty to create an eerie feeling, it looks rusty and unorganized as well. The characters' outfit are thick while they carried a huge bag to show that they are not from that place and they're ready to leave as soon as they got the chance to do so. The character doesn't have much make up to keep their face looks natural but some parts of the face are purposely made to look dirty to show that they haven't clean up for days. Majority of the sounds in each scene are quiet to let us know that they're trying to keep silent. It makes 

Storyboard Practice

Here is my attempt on making a storyboard practice for my video project.

Reflection:

i believe my drawings are clear enough to represent what i'm trying to convey but i'm aware that it's difficult to see when i drew the frame put the word 'zoom' on the second scene because i didn't put in a different colour so i'll definitely work on that. overall, i think it looks fine but i'll try to rearrange my notes into a neater order so it will be easier to see the emphasis point. 

My Target Audience

Here are my desired target audience.

1. Product / Company Description:

• Company / Product Name : Dior

• Product Overview : Miss Dior Eau de Parfum 2022 (perfume)

2. Target Audience Demographics:

• Age: 16 - 24

• Gender: primarily for woman.

• Income Level: high class people.

• Education: people with higher education.

• Occupation: high school students, passionate people, high achieving career woman.

• Geographical Location : Korea (?)

3. Target Audience Psychographics

• Interests: going to social events, doing outdoor activities.

• Lifestyle Choices: middle to upper class lifestyle (preferably luxurious), old money, high end costumers.

• Values and Attitudes: people who loves freedom and a peace of mind. having a positive outlook on life.

• Opinions: they believe that it is more important to focus on the quality of the product rather than

focusing on the price itself.

4. Understanding Consumer Behavior :

• Needs: to have a pleasant, all day scent.

• Motivations: increasing their self confidence and to appear fresh and youthful.

• Pain Points: it can help people to feel more relax and calm, focus more on doing their tasks, improving

one's mood, reduces people's feeling of insecurity,

5. Competitor Analysis :

• Competitor Name: Chanel, Gucci, Burberry, Zara

• Competitor's Target Audience :

- Chanel : 18 - 50 years old women (richer - upper middle class people)

- Gucci : high income earners, fashion forward individual, luxury costumers (various age and genders)

- Burberry : 20 - 45 years old men and women, high class people, middle - lower upper income group.

           - Zara : teenagers and young adults from the age of 18 - 35, various genders.

6. Target Audience Persona :

• Persona Name: middle - upper class students and career woman.

• Age: around 16 - 24 years old

• Gender: female

• Occupation: any high paying occupations ( business woman, celebrities, etc. )

• Interests: going for an adventure, doing outdoor activities, socializing, sports.

• Lifestyle: wealthy, old money, spending money on things that they need but focusing more on the quality

rather than the price.

• Values and Attitudes: is high mannered, elegant, fresh and energetic.

• Needs and Motivations: - to appear fresh and smell good after engaging in a lot of activities

- to boost their confidence

• Pain Points: having to pay at a high price for the product.

7. Aligning Advertisement with Target Audience :

• Message: The scent that's a rose to your senses.

• Visuals: fancy, outdoor, nature

• Tone: happy, elegant, graceful, carefree.

Camera Angles and Movements

Here is a video I made experimenting with camera angles and movements.

camera angles:

- over the shoulder

- long shot 

- extreme close up 

- close up 

- long shot 

camera movements:

- static (scene 1, 5, 8, 9, 10)

- zoom (scene 2, 7)

- trucking (scene 3) 

- tilt (scene 4)

- pan (scene 6)

Static (scene 1): Shows no camera movement and no action is occurring. It focuses on what is happening, a watering pipe is shown without any explanation of what it is watering in order to focus on what is happening.

Zoom (scene 2): The focal length of the lens is adjusted by moving closer to the object, therefore draws the audience's attention (nature). 

Medium shot: Shows the audience the expression of the subject (calm) and what the subject is doing (sketching). 

Tilt (scene 4): Vertical (up and down) movement from top until beneath the tree. It reveals more information (subject is seen drawing while sitting down under the tree).

Pan (scene 6): The camera stays the same but twisted, it pans to the left (from the tree trunk to the subject).

Zoom/Over the shoulder (scene 7): Captures the perspective of the subject from behind. The subject is shown drawing as it zooms closer. 

Trucking/Long shot: Trucking follows the subject from the side with respect to the action. The subject walks and finds a place to sit down under a tree. A long shot is used to show how lonely the subject is as there is just nature and varieties of plants surrounding the subject. 

Extreme close up (scene 10): Focuses on what image the subject is drawing.

Weekly Progress

Here is my weekly progress

 WEEK 2 : 

This is the first week of Media Studies. We had introduction and we proceed to learn about camera angles and movements. We practiced by making a small movie using the camera angles and movements that we have learnt. 

WEEK 3 : 

We had to analyze 5 advertisements to learn about the generic conventions of ads. We also learned about demographic and psychographic which is applied to the analyzing of the 5 advertisements that I've mentioned earlier.

WEEK 4 : 

This week we learned about Denotation and Connotation. We also started on researching our ad's target audience by researching some ads and moved on to Mise-en-Scene.

WEEK 5 : 

We learned about sound (Diegetic and Non-Diegetic). We also practiced on how to make the storyboard using our mini video project.

WEEK 6 : 

- Practice on writing an essay

- Made a proposal for our final storyboard project.

WEEK 7 :

We had to do a unit test tis week. We also studied about editing (cut types) and had to submit our storyboard draft.

WEEK 8 :

This week, i added further reflections for some of my previous work to reflect on what I can improve. I also started researching reference for my storyboard's drawing.

WEEK 9 : 

I've finished my real storyboard and I'm trying to finish my critical self reflection

Research

This is my advertisement research for my storyboard

Title of the Advertisement : MoneySuperMarket "That's How I Roll"

Brand/Product: Insurance Company

Duration of the Advertisement: 1 minute

Brief Overview/Summary:

1. Target Audience

• white man

• middle aged man (around 20 - 30 years old)

• people who are interested in cars and women

• middle - lower class people

2. Message and Purpose

• the message of the ad is if you join their insurance, you will be cool and caught the attention of a

lot of people

• the purpose of the ad is to appeal to people so that they can remember about the ad or company's

name if they need it.

3. Meaning and Interpretation

• even if you're an 'uncool' person, you can still become a cool person if you have cool cars while

women can also be attracted to you.

4. Effectiveness

• they decided to add a sense of humour to the ad to make it interesting for their viewers.

• they also asked Snoop Dogg as their celebrity endorsement which helps to attract a wider range

of audience since not only is he popular amongst the older people, he is also pretty well known

by youngsters.

5. Personal Response

• in my own view, i think the ad was hilarious and unique although it was quite confusing as the ad

doesn't show what they're trying to promote until the very end of the video.

Title of the Advertisement: Cadbury's Gorilla Playing Drums

Brand/Product: Cadbury chocolate

Duration of the Advertisement: 1.43

Brief Overview/Summary:

1. Target Audience

• younger audience (7 - 30 years old)

• both genders but it might leads to having more male audience due to the song choice.

• people who loves memes or have a good sense of humor.

• people who loves animals

2. Message and Purpose

• the purpose of the ad is to make it appealing so that the costumers can remember the ad over and

over again.

3. Meaning and Interpretation

• they used purple and yellow background since it is Cadbury's signature color.

• the gorilla played the drums in the ad to show how eating Cadbury's chocolate can make you feel

good. it also intrigues a lot of people to make them wonder what might be it's next move.

• the song is repetitive and easy to remember, very catchy as well which makes us memorize the

song easily.

4. Effectiveness

• it captures a lot of people's attention because by using gorilla out of nowhere, it makes people

guess what brand it is as they are watching. if they didn't find out what brand it is, they are

intrigued enough to watch the ad until finish. it also creates an impression on how iconic the

Cadbury brand actually is and people might have a good laugh about it.

5. Personal Response

• in my opinion, the ad is really humorous and interesting. it makes the company looks so much fun

and creates an impression that they care about how their viewers are feeling.

i think it is a really good ad because it can have a great influence on the purchase

decision on the potential and returning costumers.

6. Comparative Analysis (Optional)

• this ad stands out from other chocolate ads because it has a gorilla in it which it usually has no

correlations with chocolates at all. they promote the chocolate in such a humorous and interesting

way that it caught people's attention easily which leads to the ad becoming successful.

Title of the Advertisement: Barbie So In Style

Brand/Product: Barbie doll

Duration of the Advertisement: 30 seconds

Brief Overview/Summary:

1. Target Audience

• young girls (around 6 - 10 years old)

• girls that has the same skin tone as the doll. (Barbie used to appear more white while the dolls in

this ad are black)

2. Message and Purpose

• to appear stylish

• to create an impression that the Barbie looks fun and interesting

• could develop creativity and a sense of style (learning how to style clothes and hair)

3. Meaning and Interpretation

• the pink-ish color theme (feminine) and bright colors that attracts young girls.

• catchy background song that young girls usually listens to.

• the new golden Barbie logo makes it look a lot more elegant. having the color purple as the

Barbie's background helps the Barbie to appear more powerful due to the imperialistic connection

between both colors while still having pink as the overall background color to keep the

characteristic and origin of Barbie in general.

• the phrase 'So In Style' is made into S.I.S as the abbreviation which also attracts girls as 'S.I.S'

sounds like the word 'sis" (sister) while also having the words written in gold so it attracts

audience attention to it easily.

4. Effectiveness

• it definitely attracts captures the attention of the target audience well. the colors and the song

matches really well together and creates such an enjoyable atmosphere.

• having young teenage girls as the actresses so other young girls would be attracted to play the

doll as well.

• the consistent cheerful facial expression makes the product looks exciting.

• the ad has good social proof. providing evidence of the usability of the product by having the

actresses to demonstrate how to play it.

5. Personal Response

• i think the advertisement is really interesting. it intrigues me and makes me wonder how it will

  feel like to play Barbie again. it resonates with me because the dolls got their hair styled and is all

dressed up just like pretty much all the girls out there.

Title of the Advertisement: COCO MADEMOISELLE Eau de Parfum Intense, the

film with Keira Knightley - CHANEL Fragrance

Brand/Product: Coco Mademoiselle Perfume

Duration of the Advertisement: 1 minute

Brief Overview/Summary:

1. Target Audience

• women from the age of 18 - 40

• people who loves fancy perfume

• high class people

2. Message and Purpose

• the ad's message is to keep on smelling good and fresh especially at parties or an event.

• the purpose is to make people attracted and becomes curious of the scent.

3. Meaning and Interpretation

• the gold color scheme is to make the ad looks fancier and feels luxurious since gold represents

wealth and abundance.

• they used the scent from parties to attracts a lot of young people since it resonates with them.

• the scenes are made luxuriously so that the audience know that it is a high class perfume.

• the main colors are pretty limited (gold, teal, brown and almond white), using more subtle colors

to give the impression of being much more mature.

• the plain black background on the last scene helps the perfume to look more appealing since all

of the focus is directly at the perfume.

• the actress, Kiera Knightley appears to have a strong yet fresh character. she indirectly convey

what characteristics Chanel wants the perfume to be like.

• the word 'Chanel' is written in bold font to attract the attention of people to the brand's name

easier since the word appears to be wider and thicker.

4. Effectiveness

• They asked Kiera Knightley to be their celebrity endorsement which is a good choice because she

is a very well known actress that has appeared in quite a lot of movies so it attracts a wider range

of audience.

• some parts of the scene were filmed in a rather dark place to appear mysterious.

• the ad has a storyline to it which makes it interesting to watch until the very end.

• the catchy song choice makes it repeat in our head over and over again, making us remembering

ad without the intention to do so.

5. Personal Response

• in my opinion, the ad looks very appealing and fancy. i like how it has a storyline to it. the clips

are very nicely adjusted but it didn't really show what product they are trying to promote until the

end of the video so it might make the audience wonder on what product they're trying to advertise.

Title of the Advertisement: MISS DIOR, THE NEW FRAGRANCE

Brand/Product: Miss Dior Eau de Parfum

Duration of the Advertisement: 46 seconds

Brief Overview/Summary:

1. Target Audience

• women from the age of 19 - 40

• high end costumers, high class people.

• people who loves using perfume

2. Message and Purpose

• the ad's message is to convince the target audience that the perfume will make them feel fresh and

leave a legacy of beauty when using it.

• it also indirectly tells people that smelling good is important for everyday life.

3. Meaning and Interpretation

• the color theme of the ad is very bright and fresh to attract the attention of young people.

• the ad was filmed in nature to implement the idea that the perfume has a light and fresh scent.

• the amount of flowers that kept on appearing in the background revealed a hint that the perfume

has a flowery scent to it.

• the actress, Natalie Portman appears to have a fresh and beautiful character which fits a lot with

the theme of the perfume.

• the scenes are made as if it's related to our everyday life (out in nature, going for an adventure

dressing up, etc) to make us feel connected to the ad.

• the text font that is used to write 'DIOR' is called Nicolas Cochin Regular. it is used because it

make the text look elegant and fancy.

• they revealed the product (perfume) at the very end of the ad because they want to create an

impression on what the perfume's scent or visual might look like.

4. Effectiveness

• the catchy song helps us to remember the ad as it repeats in our head over and over again.

• Natalie Portman is a very well known actress which helps Dior to promote their perfume to a

wider range of audience.

• every actresses in the ad is cheerful and radiates positivity (feels good about themselves and looks

as if they're enjoying themselves) which uplifts the audience's mood.

• the perfume is revealed at the very end of the ad which makes the audience watch the ad until the

end out of curiosity on what they are trying to promote.

5. Personal Response

• in my opinion, i think the ad was able to catch the attention of the viewers well enough because

it corresponds to their target audience's age and concept. the scenes were also filmed and arranged

very beautifully and it has a great composition which makes it simpler to watch and comprehend

the point being made. the ad also offers a little storyline that appeals to younger and older

nowadays which makes it more interesting.