Pre-Production: Creative Elements (Health)

Flat Plan Process of Elimination 

These are the flat plans I have made that show my ideas for the print advert. These flat plans in particular didn't make the cut. The first drawing I felt would be easy to shoot as it only consists of a snapped cigarette in a POV Shot and it would follow the codes and conventions. But at the same time, I felt like it would be a bit too boring for the young audience that I'm targeting so I decided against it. The second flat plan again follows the codes and conventions with the logo placement with the point of interest in the middle but has a healthy lung and a smoker's lung shown in comparison. I thought that this idea was cool but it had already been done before and logistically to shoot getting a hold of some lungs to take pictures of seemed a bit unrealistic so I decided against this too.

Print Advert Flat Plan 

 This flat plan consists of an anti-smoking message with an anti-smoking sign on the left and the model with a cigarette in his mouth with water being poured above the model's head making its way to the cigarette out. I've made the print adverts message clear and obvious so I added in the anti-smoking symbol so that anyone can understand what it is about and what the intention is. I hope to utilize uses and gratification theory to help change the audience's habits when it comes to smoking. The mis-en-scene will consist of a brick wall as the background and the model being in casual clothes, to cater towards the audience, and holding a cigarette. 

The flat plan's design was inspired by Teen Vogue covers as it is essential to cater to the interests of my audience and they appeal to the same audience that I am trying to appeal to (16-20 years old). The text layout of the example below and the flat plan above are a good example of the similarities between the two as they pop out from the picture and capture the attention of the audience/reader. Another example is that the model being in the middle to help with symmetry in the picture making it more appealing to readers too. 

RADIO SCRIPT

Changing daily habits can change your life.

By getting the physical activity your body needs.

You can get through life easier.

With Better Health, we can help you do that.

By using our specialised apps.

You can make the difficult, simple.

Better Health, Let’s Do This.

My Reasoning behind the short and direct script I have chosen for my radio advert is that I am choosing to go against the codes and conventions for this part of the campaign. I am doing this because I've noticed when listening to the radio that the majority of adverts, I hear are normally quite loud and have music or other non-diegetic sounds as a result of this they all seem to mesh together, and I never remember what the advert was about or take notice of it in the first place. On the other hand, adverts that are slow-paced, clear and direct are always ones that I take notice of. An example of this is the advert below for the Royal Marines 

This is a good example of what I'm trying to emulate as there isn't much diegetic sound except for the voice-over, which is the only non-diegetic sound in the advert. This is in contrast to something like the webuyanycar.com advert as shown below which in fairness is memorable but has never actually made me want to know about the company or go to the website.