MY BRIEF FOR CARRIE FOR MY ADVERT

Music:
As someone is running through most of the advert, the music needs to be inspirational but maybe have humour to it, so it is not taken so seriously.

Sound effects:
Someones footsteps
Breathing
Someone Sighing

Music:
compose a feel good song, something similiar to the rocky theme tune

Voice over:
Talking about the product (see script)

LO3

http://www.youtube.com/watch?v=y3EEIcPkcO4
Cheryl cole does a voice at the start which will attract more people as it a famous beautiful women, towards the end there is a man that talks at the end to highlight the important parts of the product. There is no dubbing or jingles. Music is upbeat and makes the product seem really impressive.

Form	the form is narrative and over the top.
Style	Dramatic
codes and conventions	Shot: medium shots, long shots, close ups. Lighting: bright, you emphasise the hair more Sound: upbeat mellow music, with cherly cole vocie over.
Computer graphics	Tthey show how the shampoo helps split ended dry hair to become healthy.
Techniques	Solution to a problem, as the advert shows you how you can mkae your hair healthy. Self-perception, social position. As cheryl cole is in the advert it may encourage you to buy the product nows this is celebrity endorsement.
Characteristics of products or services	benefits offered;  advantages over other similar products; unique selling proposition (USP); "makes your have stronger" and shows this in the advert lifestyle appeal; makes you think you will have beautiful healthy hair like Cheryl Cole.   brand identity: "its because your worth it"
Regulation	Advertising Standards Authority (ASA); Ofcom

http://www.youtube.com/watch?v=qfT7ewMchRY
The is only a voice over towards the end and once again highlights the importance of the product. Once again there is no dubbing or jingles. The famous beautiful women who is in the advert is playing the piano, it contrasts well with the product well.

Form	Narrative
Style	Dramatic
codes and conventions	medium shots and close up to show how healthy looking hair is. Lighting is bright so the dark hair would be emphasized against the white back ground. Myleene Klass is playing piano with voice over.
Computer graphics	special effects of piano keys moving up and down with writing saying "full volume" as the keys on the piano go up.
Techniques	solution to a problem: making your hair more healthy Self-perception: you could have hair like that if you used the product. Celebrity endorsement: you will want hair like a celebrity.
Characteristics of products or services	benefits offered; that your hair will have more volume selling proposition (USP); have have healthy hair like myleen klass.
Regulation	Advertising Standards Authority (ASA); Ofcom

http://www.youtube.com/watch?v=dyZDD0yccQI

Voice over is in a normal language so i dont actually know what they are saying, there is no dubbing but jingles all the way through, the music seems almost magical which makes you think the product must be amazing and really good.
 

Form	narrative
Style	surreal, dramatic
codes and conventions	Camera angle shot: medium,close and long shot all to emphasize how nice the persona hair is. lighting is dark to make the girls seem more attractive sound, voice over talking about the hair. music: soft mellow music.
Computer graphics	Special effects (SFX)
Techniques	Hidden and overt messages; emotional responses or association, eg solution to a problem, fear, concern, compassion, self-perception, social position; celebrity endorsement
Characteristics of products or services	benefits offered; advantages over other similar products; unique selling proposition (USP); lifestyle appeal; brand identity
Regulation	Advertising Sta In November 2004, the ASA assumed responsibility for maintaining standards for broadcast advertising in the UK. Prior to this, regulation of non-broadcast advertising was conducted by the self-regulatory CAP/ASA system and broadcast advertising was regulated separately by a statutory regulator, Ofcom. There is a statutory duty placed on Ofcom to maintain standards in broadcast advertising. However, better regulation principles that were included in the Communications Act 2003 placed a duty upon Ofcom to pursue alternative forms of regulation where practical. Ofcom took advantage of this provision and established a co-regulatory partnership with the ASA in 2004. In practice, this means that the ASA is responsible on a day-to-day basis for broadcast advertising content standards. The Broadcast Committee of Advertising Practice (BCAP) has inherited the TV and Radio Advertising Codes from Ofcom and is responsible for writing and maintaining them. The system has been described as self-regulation within a co-regulatory framework. It is underpinned by an enabling statutory instrument, The Contracting Out (Functions Relating to Broadcast Advertising) and Specification of Relevant Functions Order 2004 and a formal Deed (link to MOU) between Ofcom and the ASA (Broadcast), BCAP and Basbof. The arrangement is monitored against clear reporting obligations and key performance indicators. Broadcasters are obliged to comply with the Advertising Codes under their broadcast licences from Ofcom. When the ASA adjudicates on an advertisement, broadcasters comply with rulings immediately under the conditions of their licences. However, where necessary and appropriate, the ASA is able to refer licensees to Ofcom for regulatory action. Ofcom is able to levy fines and revoke licenses. Such action is very rarely necessary. ndards Authority (ASA); Ofcom: