Smile Campaign | Rationale

TV Advertisement

My initial idea for a TV advertisement is to grab the reader's attention by using some emotions. This could be achieved by showing the viewer some dark miserable and or upsetting footage of how mental health issues affect people in a variety of ways this could be statistics and or videos of how it affects people's lives daily. The video could have enhanced sounds in order to create dramatic effect, from things that go on in the clips. The use of foley sounds would be useful in order to enhance certain sounds. This could be shot in a home environment to make it more realistic and make it a way of showing a day in the life aspect of a person with mental health issues. Depending on the effect I try to achieve I could make the set either messy or clean in order to show the effects it can have on different people in different ways. The cinematography aspect could see swift movements and fast paced shots or the complete opposite with slow movements depending on the effect I go for. There will be limited dialogue which will only come in when talking about the happy foundations help in order to full emerge the viewer in the film clip.

 From this we have a transition which bring forward a screen full of useful information about the company themselves EG: phone numbers, websites, contact information. This is crucial as it will help the audience see that there are in fact people who want to help them through tough times with mental health issues. At this point the sounds will get quieter and no be the focus point as there will be some upbeat music playing over it to add a happy feel . 

This will overlay the upsetting footage (which will freeze) in order to make the audience see that help will always be there to guide you through your tough times. The way it will overlap the footage will show the viewer that yes, the problem still exists but there is help that is there to be used. And broadcasting this on national television will help spread the word and hopefully get people talking about issues so they can be resolved before it's too late.

I also have created a second idea in the form of a fast paced edit of a bunch of different activities with the main message of the advert being "do what makes you happy". I think this would be rather effective at getting the point of smiling across and understanding that mental health issues are a big problem in todays society. The fast paced edit will have plenty of cuts in order to speed up the pace of the video and have some upbeat faster paced music to accompany the video to give the illusion of being faster than it actually. I will keep some things from my first idea in terms of the enhanced sounds as i think this will go nicely in this new idea as well as it could be used in order to blend transitions together better. I will try and use foley sounds to act as the main sounds and record them myself to give myself a better understanding of the sound, how it was created and why it was created that way.

As the video advances and gets to the end, the end screen will consist of a faded, slightly transparent background with a coloured filter over it which is where the text (slogan) will be placed and also the contact info for the company and of course the companies logo so the audience knows where the advert has come from . 

Due to current circumstances with Covid-19 I personally think my second idea will be easier to record and get together. Therefore i will try and record that idea and get it finished for the deadline. 

Print Advert

A Print advertisement is a great idea, this is because it will be able to be seen many people on a day-to-day basis. This is similar to a TV advertisement. The print advertisement could be kept simple in order to make it easy for the viewer to understand the hidden Message in the advertisement. I would like to keep the advert simple as this seems to be an effective way of engaging the audience and Having them understand what the advert is saying a key example is the coca cola advert.

I have also created a feedback response sheet, this is helpful as it tells me where other would may be improve so i can then make changes in my product design and hopefully have a better product at the end. It is made with constructive criticism in mind so i can adjust and change certain things in order to make the overall product better and to a higher standard.

From my feedback i can see that people suggest that the sounds in the film should be exaggerated in order to create some dramatic effect. I have took this on board and decided to include this in my film to ultimately create and better end product that would make advert better to view//