Psychographics

Explorers :someone who travels to places where no one has ever been in order to find out what is there 

Psychographics


The study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research


Mainstreamer  having or using ideas that everyone will accept


Aspires: want something very much or hope to achieve something or be successful


Succeeders :always want to do something good, ambitious and humble

Resigned accepting that something you do not like will happen because you cannot change it

strugglers: someone that has difficulties to with any task,contest and goals   

Reformers: a person that makes a change to something in order to improve it

Script for KitKat

OFFICE:

Awkward silence* in the beginning  :

Rozina sits there looking at her computer screen, and then looks around the office,  she looks at other two people in the office that are doing their work with intense focus . 
                                                       
                                                          ROZINA 
                                                 sigh!               

She tries to get the other two workers attention but doesn't work because the workers are too engaged with their  work, so out of frustration she goes into her bag and pulls out KitKat a chocolate bar.

she bites her bottom lip and starts to slowly unwrap the KitKat , she glares at it like a wild animal ready to devour their prey.

THEN.

                                           
                           ROZINA
                      chomp!

While she is chewing the KitKat, she opens her eyes , all of sudden.

Non-diegetic music - I will always love you by Whitney houston

the two workers get up and start to lip sync the song to each other , as if they are confessing their love as well as  slow dance.

All of sudden Rozina is back in the office and she is confused, the two workers are working , everything went back to normal.

recordings of the questions kitkat

Kit Kat bar chart

This bar chart demonstrates how often people eat Kit Kat, we asked people within our class and these are the results we got.

The bar chart clearly shows that no one eats it everyday along with showing 75% people within our class eat it sometimes and 25% never eat ,with our advert we will make sure it is memorable so that never                                             becomes sometimes.












The bar chart shows  favourite KitKat, the  flavours we put down are : cookies and cream, chunky, white chocolate and original. The bar reveals that all the flavours got 25%, that's good thing for KitKat because they are making profit from all the                                                 flavours .

The bar chart shows what makes you buy KitKat, and the options we gave them to choose was the different flavours,the wrapper,don't buy it, it is chocolate, whenever i feel like buying it and texture and taste. 




The chart reveals that most people picked the texture and taste, so for our advert we will make sure the actor will show it              in their face that the texture and taste is good .

 The bar chart shows what age group should buy KitKat the most, options was , young people, adults, babies , and elderly , people voted for young people the most , so this indicates that our advert should be aimed at young people.

Print analysis notes

Semiotics

Denotation: what you see apparent meaning signifier                                     

Connotations: Hidden meanings, or what is being signified

Universal symbol- CC

Slogan – Coca Cola : taste the feeling

Audience – adults / musicians/ teenagers = Concert- festivals

Bottle – Focus – Focus area of the image

The model –out of focus

Shallow depth of field

Anchorage -

research about KitKat

 

Picture from: https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwik3bWz0cHdAhUBy4UKHd_8D4kQjB16BAgBEAQ&url=https%3A%2F%2Fbabholdingbv.com%2Fcatalog%2Fconfectionery%2Fkit-kat%2F&psig=AOvVaw3FbUqLBAu8gKLKwi4cmOx5&ust=1537259220369982

What is it ?

Kit Kat is a chocolate-covered wafer bar confection created by Rowntree's of York, United Kingdom, and is now produced globally by Nestlé.

How is it made?

Kit kat starts off as sheets of water, they are pasted together, the sheets are then cut up into smaller pieces, then the chocolate is added. The wafers are added on top of the chocolate which is smothered in even more chocolate to make a crunchy taste in the middle. Finally the chocolate is taken off the moulds and sent to be packaged.

History:

 The Kit Kat name originates from the late 17th century in London, when a literary club met at a pie shop owned by pastry chef Christoppher Catling. The group was called the Kit Kat club and took its name from an abbreviated version of the owner's name.

Who is KitKat for?

I think KitKat is aimed at(7-30)and not younger than that because parents wouldn't allow their kids that's under 7 years old to eat them because they want them eat healthy and still see them as babies.Demographic middle class /lower class will probably buy it but upper class would just buy those posh chocolates  

How has it been advertised in the past?

https://www.youtube.com/watch?v=CS4Ot1XVfhU

This advert made in 2010 is very creative as it shows how even animals love kit kat and they showed how a man ate kitkat and right after squirrels started dancing and this is witty and I think it was a good idea.

https://www.youtube.com/watch?v=DrUEO261tU8

This advert made in 2013 shows how a man eats kit kat and straight after the babies start going crazy and this is similar to the squirrel advert so kitkat like to do similar adverts.

Nike Advert Mise-en-scene

The advert was located in a football stadium as well as different cities around the world and performance was done by football players that are famous along with musicians the producer got well-known people around world in the advert because it will attract people to watch the advert even if they don't have any interest in the football boots but they might know someone who will tell them to watch it.

 Citizens that were watching the game that is extras, their performance was really brilliant, their facial expressions were believable. Also the football players movement were swift and sharp making themselves look very skilful like they ain't human, the extras movement were perfect especially when they were watching the game, their movements were filled with energy, showing that they are excited but afraid at the same time as well as extras that were in different cities talking about the awaken phantom made their movements look dramatic while they were talking about it so they can get their message across about phantom being incredible.

 This is very effective for the viewers because their acting is done well, it will make the viewers want to carry on watching it, the costume for football players was their usually kit for when they play football, however, Ronaldinho was wearing a yellow suit indicates that he represent Brazil.

The advert begins with a voiceover (never believed in monsters, until that night) showing a man that has a facial expression that looks like he is terrified and the crowd cheered, then there is a dialogue( whatever happened didn't sound pretty) the woman facial expression looks worried, all of sudden you can hear a lion roar.

 The crowd goes crazy in fear of what's to come, The producers did this so that it builds tension for the viewers make them feel curious, then the lighting becomes dark, there is bright white light in the middle of the stage along with another dialogue(saw it with my own eye) old man said it with a eye patch on and you can't nothing else but his voice, producers carried building tension for the viewers so that it draws them in. 

Also goes back to the scene where you see the crowd and the crowd are cheering, then you will see effects a gust of black smoke come down as well as a black figure moving out of the black smoke dribbling with the ball towards his opponent along with you can hear non-diegetic sounds like a lion growl, thunder, and music, producer did this to make a dramatic effect and the music to change the mood.

Furthermore, the producer used effects to make the ball disappear while the black figure does stepovers a football skill, this demonstrates that the awaken phantom that is the name of the football boot that Nike is advertising has an unbelievable effect if you use them to play football, there is close up shot on the boots in slow motion, this effect was used to show so that the viewers can see the design of the boots and the black figure will change into a professional football player that is well known around the world suggesting that even football players that are your role models use these boots.

 this is aimed at an audience that plays football and using professional football payers will make them want to purchase them so they can be just like them. Also, the producer used even more edits while the player was dribbling making him look like he has eight legs and when the player was dribbling he was able to nutmeg an ant, this edit made it seem like these boots will change you completely and  won't be human no more, this will make viewers feel excited and pumped with energy about the boots make them want to purchase them even more.

advert print Analysis

The Coca-Cola advert print shows a medium shot, so it reveals the person upper body, they used composition as you can see the top of his head has been cut out as well as you can see a bit of the background. They have done this to zoom in on the coca cola along with the prop that is a guitar, meaning that he is a musician, so the audience can just focus on that image alone beside the logo and the logo is bright red so it can stand out.

 Also, the lighting is dark and has bright yellow spots of light along with the rain looking yellow as well, and the musician has a soft light that glows around his hair and hand, but there is a contrast between the yellow and dark light. This emphasis on the location because it will make the audience think that he is performing at concert or festivals at night, this image probably aims at 16+, furthermore his facial expression looks calm and composed, telling the audience no matter what situation you are in coke always helps. The model is our focus because they want the coca cola bottle to be in focus because that's what they sell.  




The Adidas advert print shows a long shot, so that the audience can see fairly large subject and most surroundings, eye level is placed at the subject's height so it can be neutral as well as there are images of famous football players in different positions were they are going to kick the ball, this advert print is aimed at an audience that plays football because the advert print even has images of football boots at the bottom. 

Also the background is dark and the text is white, this makes the images and text stand out more , the producer done this so that when people see the advert print their focus will be on that, the images of the players are around the bold slogan:(all in or nothing) indicates you should put all your effort into playing football and if you don't, you won't gain nothing and the example is images of the famous football players, showing them will inspire others to try  play football and this will help Adidas because the audience will see their role models wearing the boots they are selling and it makes them want to buy it .

Persuading you to buy

Emotional appeal

This is when advertisers seek to associate positive emotions

For example in this Nike advert they used colin kaepemick a NFL player that has been banned from playing the sport again because he kneeled during the anthem as protest for innocent black people that have been killed or brutality beaten by the police in American and the advert shows people who are playing a sport and wasn't really good at it in the begin but carried on trying .Colin Kaepemick is talking in the background about how you shouldn't give up on a dream even if it seems impossible. 

Humour

By making the audience laugh, advertisers can get associate positive human emotion with a product

Moneysupermarket advert used humour by making a businessman  wear a suit but the bottoms  are really tight shorts that look like its made for a woman and he is walking down the street like it is a catwalk, then he starts to dance around people showing off his shorts as if he is dancing like a woman at the strip club.

Punishment/Fear

This is often done quite subtly suggesting to an audience that if you don't own a particular product you will in some way suffer.

Vodafone - advert shows firefighters put out a fire and there is narration, the person narrating talking about how they trust each other and then it ended and narration saying 77% of the emergency services use Vodafone, they are implying that if you don't use Vodafone during accident mostly won't get help.

Reward/hope

can be physical or psychological

Mcoy's - Normal day at work and the man ate a chip and then the narration said you can win 10,000 pounds if you buy Mcoy's, this will encourage people to buy it because have a chance of winning a lot of money.

Repetition

not the most subtle of techniques, but can be very effective.

webuyanycar.com- Advert shows a man talking on the news and talking about how you can any car from webuyanycar.com, then all of sudden he starts dancing and repeating the same sentence over and over again, this is useful because the sentence can get stuck in the audience head.

testimonial
 when the company put people in the advert to give credibility to the brand.
Dove - Advert shows models talking about the positive benefits of the soap and they demonstrate how nice their skin looks.

Experts

By enlisting a paid expert to sell the product can give a brand credibility, this can include a celebrity.

Colgate - Advert shows a dentist talking about the benefit of it, how it is safe to use. This makes the audience trust the product more.

bandwagon

advertisers will sometimes appeal to the individual’s desire to be popular and well liked. Usually, in these ads, the product will look more appealing because so many people in the ad are enjoying themselves while using the product. This encourages the consumer to “jump on the bandwagon” and become like everyone they see on TV using this product.

Instagram - Advert shows friends together taking pictures around London and narration about how you ain't living your best life if you don't use Instagram to share your life