The image above shows some of the initial ideas I have came up with for my Max Relax logo. After researching into successful logos previously, I found that the most important thing about a logo is clarity, colour and design. Clarity means knowing the logo so in all my ideas I used the words Max Relax so its recognisable. I have not included colour in my designs because I am going to figure this out when I choose the right design because different colours will go with different designs. Lastly, the design has to be aesthetic and relevant to my product. Also it cannot be over complicated because successful designs I have looked at are simplistic and focus more on a brands name unless it is recognised without its name such as the Nike tick.
I have been ready to begin initial filming of my television adverts for nearly weeks now but it has proved more difficult than expected.
This is because originally I planned to film after school with someone who plays either golf or football. However, it gets dark very early which I didn't take into consideration meaning that I had insufficient time to film. Then I decided I would ask one of my class mates to feature in my advert instead and film during lessons. This is because it doesn't matter about their abilities in the sport. Again, I was set back because of the season. It has been bad weather and this has meant that the golf club was closed for a while to preserve the course.
Therefore I have not managed to start my filming which has set me back a few days.
Although it wont look as effective, I now need to consider filming elsewhere such as a park or changing parts of my idea if I am unable to film in my original location.
Along with my two television advertisements, I am going to produce a radio advert to go with my campaign for Max Relax. So far I feel I have paid too much attention on the planning of my television advert and not thought enough about what my radio advert needs to be like to capture my target audience. Therefore I am going to research and plan my radio advert more so all aspects are covered.
I have already carried out some basic research on radio advertising, so I now need to focus on what things make radio adverts successful. Obviously radio adverts are not visible and therefore focus on sound to engage their audience. This often involves talking about a product through the radio to promote is to its audience. This is the most obvious way to use radio advertisement and the easiest because more information is given, so the audience being targeted understands the purpose of the product. As my radio advert will be for football or golf, I need to listen to a sporting radio advert to deepen my insight.
Due to the fact that the advert only communicates through sound, the first thing I noticed was that the diegetic sound was expressed with maximum clarity. I did not have to strain in order to understand what was being said and understood every word throughout. This is important because if the producers only have sound to work with, it must be perfect otherwise the only form of communication is ruined. Therefore, I must ensure for my advert, I use a candidate that projects their voice clearly and effectively.
As the advert was easy to understand from the clear sound used, I understood that the purpose of Herbalife is to boost a performers energy through nutritious products. It is key to understand the advert so the audience know what the product is for and this radio advert does it well. I believe one way this has been managed effectively is because the duration of the advert is only 16 seconds. This is a short period of time meaning that a message has to be passed to the audience quickly. I think this is a good idea because there is not enough time to complicate the audience so the advert doesn't go into lots of detail and keeps the outline of the product simple.
Lastly, this radio advert constantly refers to the name of the product frequently. In the 16 seconds, Herbalife was said 3 times towards the end of the advert. Using the name more than once in a short period of time means that the listener can build a mental picture of what Herbalife is so they can recognise the name if they see it. Also, because the name is repeated towards the end of the radio advert, it is likely to stick with them meaning they will remember the brand so it can be easily identified in future, which will increase sales of the product.
Although all the technical features of the radio advert such as the sound, meaning and brand identity were very strong, I think I would present my radio advert differently in order to go better with my television advert campaign. This is because the television advert is not going to use much non-diegetic and speech, instead its going to focus on the action in golf and football to promote a message, with a slogan at the end. Therefore, like the Herbalife advert did, I am not going to use speech to explain the purpose of my product, and instead use sound effects to connote meaning. I want to do this because I think its something which isn't as popular and more engaging, meaning it captures peoples attention easily.
The sound effects I will need to use will relate to golf or football, whatever sport I choose to use for my radio advert. However, because this isn't a very popular way to produce a radio advert because i am trying to not rely on speech, I cannot find an example to show sound effects in sport in the form of an advert. This shows that it will be original and a new idea which makes it more entertaining.
Here are some examples of sound affects I could use for my radio advert:
GOLF
FOOTBALL
After listening to these two videos of action shots in golf and football, I need to take into consideration what one of the two displays the best sound for an advert. I think that the sound of a golf shot is best. This is because the sound is of a higher pitch and clearer. Therefore I think that with a radio advert, where there are no visuals, the sound of a golf shot will stand out above the sound of a football kick because its clear and recognisable.
However, because my campaign is promoting a muscle relief product aimed at people competing at a low level in sport, my television adverts promotes humour by showing a performer performing badly in their sport to create the message that Max Relax doesn't aid performance but allows muscles to "give it a go". Therefore, to fit this criteria, in my radio advert I need to come up with another sound affect which connotes that the golf shot wasn't successful.
Here are some of my ideas:
One idea is the sound of a car alarm put together with a golf shot in my radio advert. Hearing this would denote that the golfer has hit the ball at a car, which obviously connotes a bad shot which will match the theme for my television advert by showing a golfer not being successful.
My next sound effect idea to put together with a golf shot is the sound of glass or a window smashing. This sound, similar to the alarm denotes a golfer smashing a window with a misplaced shot, connoting a failed attempt and a low level performer.
Next, I am going to experiment with different sounds using software tools to see what best fits my campaign. Once I have done this I will record the sounds I need by taking samples of a variety of golf shots and the chosen sound effect I want to incorporate with it. Once I have this done my radio advert shouldn't be too time consuming.
