One direction to take it would be a family direction, showing off how good it'd be for a family to go out together and bring them closer together. They'd go out on a trip together through the woods, enjoying themselves. This would mostly use Pathos to attract customers, showing off how good the family feel on the bikes. I thought of using wooded locations after seeing the variety of locations used in other adverts.
Another direction it could be taken is for use in commute, showing a plain folk cycling to work and back care free. It shows off the bike as an alternate mode of transport to motor vehicles, being cleaner and less expensive and generally nicer to use. This idea would generally use a combination of Pathos and Ethos, with an emphasis on Ethos as the bike is better on the environment and encourages the use this product over others. Yet pathos would still be prevalent as the plain folk is easy to relate to.
The final idea I want to explore is leisure, with the bike being ridden through a park or forest showing off how good the bike is at being a bike. It would show off things like the suspension, gears, speed, comfort, and handling along with other facts and stats. it would heavily include Logos and would aim for the more avid bike riders, possibly including some snob appeal directed at bike fanatics. It would emphasis how powerful, unique, and necessary this bike is in professional off-road/freestyle cycling.
Out of the three I'm particularly leaning towards using the second one based on the commute as commute based locations are what I'd readily be able to access. Also it seems the most likely to appeal to audiences as it strongly uses both Ethos and Pathos, the latter of which I've found in my research to be primarily used in cycling adverts. While I believe all three ideas could work, I believe the second would work the best out of all of them.
Working Tile – Ride Giant.
Audience – 25-40 year old male, but with attempts to remain unisex/androgynous.
Audience – 25-40 year old male, but with attempts to remain unisex/androgynous.
Outline – A man is walking, having trouble with his back or legs as he goes. He is impatient, checking his watch as he walks. Suddenly, a bike shoots past with a smiling man on it, enjoying himself. There are subsequent shots of this man weaving in through interesting terrain. It'd keep switching between the walker and the bike, showing how the bike increases health and fitness level. At the end the person on the bike gets into work with a smile, giving a healthy sigh, while the man walking is still walking and possibly in pain.
Character Breakdown
- Man on bike:
- Name - not spoken or relevant
- Age - 30 (but looks younger)
- Race - British Caucasian
- Gender - Male
- Man walking:
- Name - not spoken or relevant
- Age - 40
- Race - British Caucasian
- Gender - Male
Visual Elements
- Lighting
- The lighting will mostly be natural as its primarily exterior shots. Basic key lighting will likely be used for close ups of the bike or the two characters, focusing on simply making them clear and visible rather than adding any effects
- Camera angles and movement
- there will be several close ups of the man walking and the man riding the bike along with medium and long shots of walkers and the bike. More movement would be used in shots of the bike, particularly pans to emphasis the movement of it. The walking would likely be filmed more in high angle shots than low angle shots, and vice versa for the man on the bike so to show differing levels of power and dominance with the aim to make the cyclist look superior.
- Editing
- editing will be focused more on making things smooth, adding transitions, and adding product information and messages throughout as opposed to adding any major visual elements.
- Setting
- the setting would be across different streets, roads, and wooded areas, showing off a variety locations it could be taken.
- Props
- there aren't really any other props needed other than the bike itself.
- Costume
- casual clothes are likely going to be mainly used to help give the idea of the people in the advert being plain folk.
- Graphics
- graphics will include text and boarders, but not particularly much else.
Audio Elements
The only audio elements we plan on including are music based, the rest being silent. The music is to be more upbeat and jovial to give a positive and energetic feel to the bike. Anticipation and tension will likely be created in the beginning of the track, but past that it's meant to be uplifting to employ Pathos as much as possible.
Rationale
I've decided to chose this idea as it's got rather easy to excute elements while still utilising marketing strategies well. The skills we will need across the crew is as follows:
- minimal acting to play the roles (with at least one person being able to ride a bicycle)
- camera knowledge and usage to be able to record and preform high quality pans and and still shots.
- lighting knowledge to be able to light a moving subject well and make sure they don't loose definition as they travel
- Premier Pro editing to be able to utilize and decide between multiple takes of shots, put it together in a coherent and mostly predetermined story, and edit it together with necessary transitions, effects, and graphics to produce a good quality final product.
Primary and Secondary Research
We have rather a lot of secondary research based on the three marketing principles of Pathos, Ethos, and Logos along with more minor reaserch into advertising tropes and techniques and how to use them such as Snop appeal and Plain folk. I've also done specific research into these techniques and principles and how they're used in specifically bicycle adverts. Furthermore I've done a small amount of reaserch into the general demographic of people riding bicycles.
I've decided to chose this idea as it's got rather easy to excute elements while still utilising marketing strategies well. The skills we will need across the crew is as follows:
- minimal acting to play the roles (with at least one person being able to ride a bicycle)
- camera knowledge and usage to be able to record and preform high quality pans and and still shots.
- lighting knowledge to be able to light a moving subject well and make sure they don't loose definition as they travel
- Premier Pro editing to be able to utilize and decide between multiple takes of shots, put it together in a coherent and mostly predetermined story, and edit it together with necessary transitions, effects, and graphics to produce a good quality final product.
Primary and Secondary Research
We have rather a lot of secondary research based on the three marketing principles of Pathos, Ethos, and Logos along with more minor reaserch into advertising tropes and techniques and how to use them such as Snop appeal and Plain folk. I've also done specific research into these techniques and principles and how they're used in specifically bicycle adverts. Furthermore I've done a small amount of reaserch into the general demographic of people riding bicycles.
Requirements and Resources
Cast and crew:
- Morgan Nelson
- Jack Palmer
- Alfie Hudson
Technical equipment:
- workhorse camera
- tripod
- lighting array
- SD card
Locations considered:
- college campus as it'd have large amounts of urban areas that would work for the urban sections and could also serve as a destination. Also has minimal legal issues regarding its use
- the Kings Lynn walks (both old and new sections) as it has large amounts of lightly and heavily forested areas. Unfortunately I believe there would be legal concerns regarding using it to film and we would have to contact someone who has authority over the location
- greenscreen as it would allow for a far wider range of locations while still having low amounts of legal requirements as we have one on hand. Of course it provides editing complications later, but I feel it's a strong choice
Cast and crew:
- Morgan Nelson
- Jack Palmer
- Alfie Hudson
Technical equipment:
- workhorse camera
- tripod
- lighting array
- SD card
Locations considered:
- college campus as it'd have large amounts of urban areas that would work for the urban sections and could also serve as a destination. Also has minimal legal issues regarding its use
- the Kings Lynn walks (both old and new sections) as it has large amounts of lightly and heavily forested areas. Unfortunately I believe there would be legal concerns regarding using it to film and we would have to contact someone who has authority over the location
- greenscreen as it would allow for a far wider range of locations while still having low amounts of legal requirements as we have one on hand. Of course it provides editing complications later, but I feel it's a strong choice
Constraints and Contingency
Outdoor weather and lighting could easily become a problem as rain, wind, darkness, or considerable dreariness could delay and halt filming. While we could easily reschedule that might prove fruitless, and thus changing tact to a different location or even the utility of a greenscreen could be a solution.
The actual filming may be difficult as the use of pans and tracking moving subjects can prove difficult. I don't have as much of a solution to this aside from making sure we do multiple takes.
Of course we only have limited times between lessons and times we can have cameras in use, so there may be limits concerning time. If this occurs then we may cut and alter the plan as necessary.
Outdoor weather and lighting could easily become a problem as rain, wind, darkness, or considerable dreariness could delay and halt filming. While we could easily reschedule that might prove fruitless, and thus changing tact to a different location or even the utility of a greenscreen could be a solution.
The actual filming may be difficult as the use of pans and tracking moving subjects can prove difficult. I don't have as much of a solution to this aside from making sure we do multiple takes.
Of course we only have limited times between lessons and times we can have cameras in use, so there may be limits concerning time. If this occurs then we may cut and alter the plan as necessary.
Legal and Ethical Considerations
Legally there are three possible issues that could come about.
Firstly, we outright might not be allowed in a location. Depending on the reason for this we could easily ask officials or people with authority over the location of we may visit to film, although if the answer is a no we need to simply find a different location.
Secondly we might not be allowed to film there, likely due to it being a public area. The same rules would apply to this as what applied to the first. If we're told no after asking we find a different location.
Third and finally, copyright may be an issue in terms of music and graphics we use. Normally we would have the same mentality as the previous two problems, asking for permission to use certain content, and then moving on if we're told no, possibly even looking for copyright free music and graphics instead. But in this instance Justin has advised us that for this particular topic we shouldn't worry about copyright, but next unit we should and thus I will.
Legally there are three possible issues that could come about.
Firstly, we outright might not be allowed in a location. Depending on the reason for this we could easily ask officials or people with authority over the location of we may visit to film, although if the answer is a no we need to simply find a different location.
Secondly we might not be allowed to film there, likely due to it being a public area. The same rules would apply to this as what applied to the first. If we're told no after asking we find a different location.
Third and finally, copyright may be an issue in terms of music and graphics we use. Normally we would have the same mentality as the previous two problems, asking for permission to use certain content, and then moving on if we're told no, possibly even looking for copyright free music and graphics instead. But in this instance Justin has advised us that for this particular topic we shouldn't worry about copyright, but next unit we should and thus I will.
Proposed Schedule
On the 20th of November we plan record the most of the scenes after lessons, and then they are to be edited together in the following two weeks.
On the 20th of November we plan record the most of the scenes after lessons, and then they are to be edited together in the following two weeks.
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