Full Time Job Description - Brands Digital Marketing/ Permanent 

OBSTACLES/ CHALLENGES -

Must be creative and have past experience within Digital Marketing as well as this must have confidence within themselves and their work as you will be a strong presenter and lead/ oversee projects and head of project teams. As well as this you must be passionate across all formats and have a strategic mindset. Knowledge of core web, gaming and app technologies- so that you can somehow help Penguin Books to apply their content to those type of technologies. 

RELEVANT CODES OF PRACTICE -

Codes of Practice for 'Digital Marketing'

Codes of practice for 'Publishing' 

APPLICATION OF LAWS RELEVANT -

Copyright

Discrimination

Libel

Representational Issues

ASA

Overview-

The job would require the individual to be social as well as open and have a passion for social media as well as being able to hold a conversation with others. Not only this but having leadership qualities are also major as it enforces your role as well as gives you the chance to become project manager in certain case scenarios. The company as a whole are open to any gender/ races to be apart of their company therefore an attack based on race/ gender seems unlikely. As well as this, accessibility for individuals seem as open as their willingness for change. Although discrimination can be an issue for individuals who you may interact with/ choose not to on the basis of your colour, age etc. In terms of jobs for this particular company, they can be find on the website as well as any major job sites. 

Overview -

• Application of laws relevant to one of your chosen job roles and impact e.g. privacy law, copyright, libel etc
• Social sensitivities in one of your job roles e.g. representation of gender, accessibility
• Where adverts/ career advice for your industry can be found

Magazine Article

Life, love, struggle, happiness, pain and death. From the greatest love story ever told to movies to this date whom still hold these themes. Which are constantly and repeatedly/ shown throughout any blockbuster release, indie, animation, Bollywood or even a foreign production- and yet still hold a major percentage of our audiences consumption. What is it about these movies that we just can't seem to get enough of?

It's the concept the idea that their love is banned that, that one single word (love) can have such an impact on a person. On a family, on everyone. It's as though as soon as that person utters the words it's as though you've been waiting to hear them your whole life they are the spine to your life. You were doing fine without him or her, your life was swell. So why? Why is it that after those words have been spoken you can't live without them- Can't even imagine what your life was like without them. What is it about them that makes you so weak and why we as as an audience cannot seem to get enough of them. From the classic Romeo and Juliet novel to the first ever movie adaptation in 1936 to 1954, 1955, 1968, 1996 and the current 2013 version and not forgetting Bollywood remakes of the forbidden love story of two family feuds played throughout the 2012 hit 'Ishaaqzaade' where religion and political stands hold the cause of hatred.

"Love is passion, obsession, someone you can't live without. I say, fall head over heels. Find someone you can love like crazy and who will love you the same way back. How do you find him? Well, you forget your head, and you listen to your heart. And I'm not hearing any heart. Cause the truth is, honey, there's no sense living your life without this. To make the journey and not fall deeply in love, well, you haven't lived a life at all. But you have to try, cause if you haven't tried, you haven't lived." 

- William Parrish, Meet Joe Black (1998)

I personally adore the romance genre although I'd never admit it to anyone nor would it be my favourite genre but there's just something about romantic movies which make you feel good inside. Even if you aren't in love, it's the possibility of maybe someday falling for someone so hard that you could be compared yourself to Rose & Jack, Noah & Allie, Edward & Bella even Romeo & Juliet etc. Being able to see how much one person can love another is an incredible thing to witness even  if they are fictional. I love, love so when watching romantic movies a big deal for me is the way in which the movie connects with the audience and how it initially makes me feel whether or not I see a spark between the two casted as the love birds... Yet at the same time every movie has an aspect of Romance In Bruges, Django, Harry Potter, Hunger Games etc. So would it be safe to say that every movie is a Romance? Just like every one is a Western... I state this because of the repetitive characteristics, themes and representations of each characters- yet either way a movie is a movie and whatever genre so long as the plot makes sense I'll happily watch and take it all in.

TV ADVERT EVALUATION

In this post, I shall be evaluating my TV Advertisement for Pharrell's clothing line 'Billionaire Boys Club' and Ice Cream. Below you will find my out take/ version of my partner and I's advert.

In terms of the planning/ pre production for this advertisement I used three pieces of documentation to organise the filming/ concept. Firstly a storyboard, a filming schedule and a consent form. In terms of my storyboard it consisted of my concept for this advertisement meaning, through written and visual explanation I created a vision for my TV Advertisement- although in comparison to the actual story board and the end product there are minor changes to the production. A filming schedule created so that, I as the director could film everything in one day rather than dragging the production onto a number of days. This consisted of me finding out which day was suitable for both models as well as what day would be nice and clear (weather wise.) In terms of the consent form, I had permission for all equipment as I owned all things- a steadycam and my own personal camera. Needing permission for location is not needed therefore was simple and easy to film. The only change from the storyboard to end product is the use of an Ice Cream van as the weather was not as sunny as expected there was no sign of an Ice Cream van within the park therefore we decided to take advantage of the scenery/ sculptures within the park and I believe it worked quite well emphasising the logos on the t-shirts as there is plain backdrop and no other colours to divert the audiences attention- Not only this but emphasising the lyrics and clothing as they are 'brand new'. As well as this, I personally believe this advert is fit for the it's purpose. Advertising the clothing/ artist as whole as we decided to use 'Pharrell's' clothing line we decided to take advantage of both his aspects of art through fashion as well as music using a track from his latest album G I R L our original intention was to promote both his clothing line and album and we have done this not only through the visual and audio but through the use of a pack shot at the end. The message of my advert was very clear advertising the clothes as well as our artists album too.

In terms of feedback/ comments from classmates and others it was all vaguely positive all responses were that the advertisement was clear as well as what was being advertised. The strengths of the advert was that it was clear and flowed well. The only weakness was the length as well as my end pack shot which I amended for example the original length of my advert was 1:17 seconds however the requirement was for project is even numbers therefore I edited the shot to one minute. Not only this but changed the end pack shot (as shown below) to a flash edit of four pictures which are the two logos of the two brands advertised as well as Pharrell's new album cover as well as a final copy which was also featured at the end which is below the original copy. 

Original Copy:

Edited/ used in the final version:

The effectiveness of techniques used all merged together with the technical and aesthetic qualities of the production. Meaning the use of camera, editing, sound and effectiveness as well as the audience appeal through mise-en-scene and the choice of actors. In terms of the camera as mentioned before, I used both my own camera as well as a steadycam. To appropriately capture the essence of not only the actors but the clothing/ mise-en-scene. The fact that they both contrast but in a positive manner- for example the female is wearing a black tee with white writing whereas the male is in a white t-shirt with navy blue writing. The essential aim was for the clothing to look like 'ying and yang' that they both belong together which is not only shown through their body language in the beginning of the advert as they hold hands and walk but through the music too. Although they contrast in terms of colour they suit each other. The way in which this is emphasised through music is the lyrics in particular the chorus:

You got me feelin' brand new (brand new) You got me feelin' brand new (brand new) 

Like the tag's still on me Like the tags still on me 

Jumpin' 'round in your bag Jumpin' 'round in your bag 

So good morning, ooh girl 

You are the feeling I'm jammin' to (brand new) You are the feeling I'm jammin' to (brand new) 

Like the tag's still on me

Got the tags still on me 

Emphasising that the clothes are new as well as the effect it has on them both and each other although there is a lack of movement there is the body language and music (which is happy and catchy) used to put across their actual relationship and engage the audience. In terms of editing, I originally planned on filming the whole ad in one take without using any form of editing/ pathways. However, the shot was too long therefore a form of editing had to be done in order to shorten down the ad as a whole. Not only this but the use of a pan for both actors emphasises the clothing and captures the main focus the shirts. As the advert also finished with 'like the tags still on me' it's a very creative and idealistic manner to end an advertisement for clothing as they always come with tags which I thought would really appeal to our target audience. 

In terms of editing I was able to create an advertisement that targets my chosen audience specifically, that is visually appealing, stimulating and engaging but not confusing. Meaning that as mentioned before I originally wanted an advert which was filmed in one shot but it became too long. I decided to go for a more plain and simple advert where there is nothing to confuse the audience from the object being advertised. I was partnered with Damilola, so we both had our individual takes on our advert. I did use a selection of transitions but a limited number as well as the original footage not being edited in terms of light and contrast with filters etc. 

In conclusion I believe my advertisement appeals to anyone/ everyone. Especially those who are fans of fashion/ music will enjoy this advert as well as any age/ gender hence the use of a male and female actor. The choice of shots, angles and pacing of shots all attribute to the delivery of my advert.

Summary of Audience feedback (TASK 12a FINISHED)

Feedback Summary -
Change white colour- make font bold.
Colour scheme gorgeous/ vibrant.
Main image is very eye catching.

Positives
Masthead -

• clear, stands out, bold, font is really nice- Love it!
• love the coverlines/ images
• front cover works well with everything going on

Colour scheme -

• really controlled and energetic. Bright, catches the eye.
• love the use of colours
• make the text bolder (coverline)
• beautiful
• really nice
• lovely layout/ pretty text

Main image -

• beautiful, colourful, amazing view, catches the eye. 
• beautiful main image
• The front cover is actually really nice and shows some of the aspects of what we will find inside. I like it alot.
• Looks very professional 
• background is breath taking

Negatives -

Change white text and move bar code.

Magazine photos (TASK 8 DONE)

Below are some possible ideas for me to use within my magazine double page spread, as I aimed to link magazine articles with my chosen pictures. All pictures have been taken by me, therefore permission for photography will not be permitted.

Top 10 hot spots for Coffee in London!

How to make your own (healthy) yet finger licking fried chicken!

Pakistan and it's hidden treasures.

 

Get your Afghan on at, Hammersmiths; Mahdi!

Why England, London is a must on your bucket list!

Media Industry Regulation Report

The regulators/ founders of Warner Bros were Albert Warner, Harry Warner, Sam Warner and Jack Warner and for 'Nivea Skin Care' is actually owned by a co-company Beiersdorf AG is a German personal care company based in Hamburg, manufacturing personal care products. Not only owning Nivea but  Elastoplast, Eucerin (makers of Aquaphor), Labello, La Prairie and tesa SE (tesa tape).

First, controversial case study - The Dark Knight 

The Dark Knight, Batman's synopsis consists of  "Batman, Gordon and Harvey Dent launch an assault on the mob, they let the clown out of the box, the Joker, bent on turning Gotham on itself and bringing any heroes down to his level." what was controversial about this movie was the rating given by the BBFC for the film. A 12A Iain Duncan Smith wrote to The Times to express his disapproval with The Dark Knight’s 12A rating. He said “I was astonished that the board could have seen fit to allow anyone under the age of 15 to watch the film. Unlike past Batman films, where the villains were somewhat surreal and comical figures, Heath Ledger's Joker is a brilliantly acted but very credible psychopathic killer, who extols the use of knives to kill and disfigure his victims during a reign of urban terrorism laced with torture.” The organization(s) involved for the production companies are Warner Bros, Legendary Pictures, Syncopy and finally DC Comics. The outcome of all this was a handful of MP's complaining about the age certificate for the movie yet the BBFC did not budge and left the age boundary as it is.

Second, controversial case study - Nivea Male Skin Care

"Nivea apologizes for controversial ad in Esquire" Questioned for being cutting edge or... Just cutting. The skin care company nivea are known for aiming towards females however also have a male line too which doesn't have as much recognition with their advertisement became quite the 'trending' sensation on twitter. "The advert for Nivea for Men appeared in the September issue of Esquire magazine and featured a clean-cut, African-American male holding what appeared to be a mask of a black man with an Afro hair style and a beard. The copy accompanying the ad read, "Look Like You Give a Damn. Re-civilize Yourself." Once a pic of the ad was tweeted, the outcry was fast an furious from those complaining that the ad was insensitive and racist. "Adding Nivea to the list of companies that will not be getting my money," tweeted blogger Septembre Anderson, who appears to have been the user who first tweeted a pic of the ad. "Post-racial my ass..." The response from Nivea; "We are deeply sorry to anyone who may take offense to this specific local advertisement. After realizing that this ad is misleading, it was immediately withdrawn." 

The statement went on to say that "Diversity and equal opportunity are crucial values of NIVEA: The brand represents diversity, tolerance, and equal opportunity. We value difference. Direct or indirect discrimination must be ruled out in all decisions by, and in all areas of our activities. This applies regardless of gender, age, race, skin color, religion, ideology, sexual orientation, or disability. Nor should cultural, ethnic, or national origin, and political or philosophical conviction be of any significance."

I completely agree with the way in which companies are regulated, it's just a matter of opinion the public/ audience's view. Not only this but as a result of this it is considered to be a major opinion of two major companies the BBFC and the ASA.

The BBFC is a trusted guide to media content. Working as an independent, self-financing and not-for-profit media content regulator, the BBFC operates transparent, consistent and trusted co-regulatory and self-regulatory classification and labelling systems in the U.K.

The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.

The powers in which these both companies have are simple and straight forward as they consist of creating the age boundaries in which certain movies/ adverts can be viewed. For example, the BBFC are mainly known for their classification for movies therefore have the power to define/ decide what age category can watch a movie and upwards. Whereas the ASA have power over advertisements which are shown during Television programmes and before and after water shed. Which is adverts which are aimed towards an older audience products advertised such as condoms, cigarettes, alcohol etc. 

TV Advert Synopsis

Pharrell's Clothing line - Billionaire Boys Club / Ice Cream

The synopsis of my T.V Advert bases around two people, a couple in fact. One female, and the other male. Linked through hands, with pinkies attached the camera first follows them walking into a park with a back shot of the two together walking, talking and laughing. Walking towards an ice cream truck whereby the female goes to lean against the truck as the male goes to by some. The camera then does a slow pan of the female in her clothing to show the audience who/ what she's wearing as the male approaches her and hands the ice cream to her whilst placing his arm around her neck and similar to the female leans against the truck as the camera does another slow pan of his clothing whilst he eats his ice cream. As the camera comes back up to both the male and female a two shot is used to show the two logos and another back shot is used to show the two walking off/ teasing each other as the male takes the hat off the female and places it on his own head.

Two Main Actors - Leah & Damilola 

Female clothing - Leah

All black; jeans and top with a snap back with a contrasting white logo. 

Male clothing - Damilola

White t-shirt; with contrasting black logo as well as black jeans and trainers. 

BOTH - (Maybe blacked out sunglasses)

Location -

Crystal Palace Park

Expenses -

£12 each for the logo on t-shirts (£24 total) 

£5 for Ice Cream

Camera/ Steadi cam (free)

Total = £29

Health & Safety -
When filming I must look where I'm going/ keep an eye out.

Task 4 - Zombie film production

Three Weeks / Bollywood Horror Movie

The bride from lack of sleep decides to take caffeine pills which are actually expired yet she doesn't realize therefore continues to take a daily dosage for a whole week as it is rehearsal week for her wedding. And as we all know, asian weddings consist of a three day process spread along three weeks or one after the other. The day of her wedding she awakes in a sickening state not realizing that she is in the process of turning into a zombie yet refusing to rest she carries on with the process of marrying her betrothed and on the final 'circle' she collapses and arises as the dead; bride zombie. Terrorising and attacking those around her/ and her newly wed husband is then turned as he picks her up and she bites him on the neck.

Priya the main female lead character - Fiancee/ Bride to be; below similar make up/ style to the female below when turned into a zombie.

Human - (on wedding)

Aadi the main male lead character - Fiancee/ Groom

Human / engagement

Media Industries Investigation

Ownership -
The company Penguin Books is owned by the worldwide Penguin Random House, a newly emerging conglomerate which was formed in 2012 by the merger of the two publishers. Formerly Penguin Group was wholly owned by Pearson PLC, the global media company which also own the Financial Times, but it now retains only a minority holding of 47% of the stock against Random House owner Bertelsmann who controls the majority stake.

What they own -
Noel Carrington, an editor at Country Life magazine, first approached Lane with the idea of publishing low-cost, illustrated non-fiction children's books in 1938. Inspired by the Editions Père Castor books drawn by Rojan and the technique of auto-lithography used in the poster art of the time, Carrington's suggestion for what was to become the Puffin Picture Book series was adopted by Penguin in 1940 when, as Lane saw it, evacuated city children would need books on farming and natural history to help adjust to the country.

Lane expanded the business in 1937 with the publication of George Bernard Shaw's The Intelligent Woman's Guide to Socialism and Capitalism under the Pelican Books imprint, an imprint designed to educate the reading public rather than entertain. Recognising his own limitations Lane appointed V. K. Krishna Menon as the first commissioning editor of the series, supported by an advisory panel consisting of Peter Chalmers Mitchell, H. L. Bales and W. E. Williams. Several thousand Pelicans were published over the next half-century and brought high quality accounts of the current state of knowledge in many fields, often written by authors of specialised academic books. (The Pelican series, in decline for several years, was finally discontinued in 1984.)

Other products/ services -
Penguin, used to also published magazines "A gap in the magazine market that Lane hoped to fill. In January 1941 the first issue of Penguin New Writing appeared and instantly dominated the market with 80,000 copies sold compared to its closest rival, Cyril Connolly's Horizon, which mustered 3,500 sales in its first edition."

History -
Penguin were found in 1935 by Sir Allen Lane, "Lane decided that good quality contemporary fiction should be made available at an attractive price and sold not just in traditional bookshops, but also in railway stations, tobacconists and chain stores."

Terms which can be applied -
It was originally a local and national publishing industry however on the 1st July 2013 Penguin and Random House officially united to create Penguin Random House, the world's first truly global trade book publisher. Therefore a term which would best describe this Penguin Publication would be; Multi-national.

Due to the company now working amongst a global scale, in terms of employees it would be a medium sized facility. As both the companies have merged in terms of control it would be subsidiary a mixture of both a public company; aiming towards anyone and everyone. Also, a vertical integration as they used to publish magazines as well as their books.

Customers -
Originally penguin was created for the everyday person who wanted a good read wherever he/ she may be. It also gained the attention of soldiers who took part in the war; "A Penguin could fit into a soldier's pocket or his kit bag ... It was especially prized in prison camps"- Martin Bell therefore aiming towards both female and male. Not only this, but penguin also have a section of their publication devoted to children books too; therefore the publication is universal as well as friendly amongst all ages and sexes.

Reading/ Viewing figures -
unable to find

Financial -
Their competition consists of a variety of other publications, however their most biggest rivalry are the 'kindles' which allow individuals to read without an actual book rather another piece of technology.

Who is responsible for regulating your industry, and what powers do they have?
The CEO Markus Dohle; in charge of the company as a whole.

Task 4D: Written Research Summary

The way in which I collated, evaluated and summarised all my research was through firstly taking part with my actual research process which consisted of three parts. Questionnaire, Vox pops and a Focus Group. When creating questions for each I attempted to make them all unique as possible so that I was not obtaining the same information from each process. For example, in terms of my questionnaire the questions consisted of 8 simple and short questions based around getting to know the audience better. Asking questions such as their age, gender, ethnicity and occupation. These were the main 4 which I aimed to find out about my target audience which I gained as well as whether or not they are fans of Television/ watch both shows as well as the T.V adverts which are shown. Not only this, but as my plan is to initially advertise clothes and the brand I also went out to find out what clothing brands my audience are fans of so that I can also from the clothing collection I have aim to pick clothes of a similar style to capture my targets audience.

In terms of the design/ clothing to gain a much more in depth feedback I printed off the chosen designs for the clothing and showed my focus group in which I received constructive feedback on both logos/ designs as well as this I found out more about my target audience and their relationship with this particular clothing brand the CEO. Many where aware of the owner however lacked knowledge of him owning his own clothing brand.

(the same logo of this tank top, but placed on a t-shirt) 

In terms of my Vox Pops they consisted of questions based on the spending habits of my target audience as well as in a way finding out which physchographic category they belonged too. It became apparent that all members belonged to the same therefore making my job in terms of creating an advert to aim towards the whole of my target audience easier. The questions asked were:

• How old are you? 
• Are you a fan of cloth shopping? 
• If you had £30-50, what’s the first thing you would buy, and why? 
• Are you a fan/ enjoy/ listen to any artists who have their own clothing brand? E.g. Kanye West, Rihanna

In terms of finding out their physchographic's the questions which I asked in particular to focus on this were the last two focused on the spending of money as well as other clothing brands which similar to my chosen product is owned by a well known artist.

In conclusion the quality of my findings were all exceptionally influential as well as helpful. They've made me make strict decisions in terms of what clothing designs I will be using as well as how I will approach the filming/ story board for this project.

Review on research

What have I learned -

• That my immediate target audience consists of the age boundary of 16 and above - as well as this my target audience are also all fans of shopping
• They are aware of my chosen artist - who he is/ what he does
• I will plan on aiming my advert towards both sexes however I am aware that it has more of an appeal to males as it is a male centered clothing brand however; my chosen brand also designs clothes for females too so that will be in one point whereby I will try to stretch/ expand the capability of my ad.
• As the clothes aren't exactly cheap yet not entirely expensive my aim in terms of occupation would be those who have part time jobs and are in around the C1 area.
• In terms of the ethnicity as my chosen artist is a global star he appeals to a variety of ethnicities therefore my advert will aim to do the same.

Focus Group - 

The focus group helped me in terms of my chosen clothing items, what to pick/ what to use; as I received constructive feedback as to why/ they like the particular/ not. Not only this, but it was beneficial due to the ratio of male to female within my focus group were 3:1 this fact was beneficial in terms of my actual company/ product aiming towards males mainly yet still create clothes for females too therefore I want my main aim towards men but a female aspect to be apparent also. The company itself do not have any advertisement for their clothing/ brand therefore I want to create one which is unique to mainstream clothing ads as the brand is not only different but very special. It was a surprise to find, that not many individuals were aware of this brand. Aware of the artist 'Pharrell' but not that he has a clothing brand. 

Vox Pops/ Survey -

I found out a bit more about my target audience, in terms of how they would spend their money and if they are actual fans of shopping as well as if they buy merchandise from other artists.

New findings

Channel Research -
The channels that me and my partner - Damilola have chosen to place our advertisement on for Pharrell's clothing line - Billionaire Boys Club but within that his particular line 'ice cream' Our chosen channels which we will aim to advertise with are both 'E4 and MTV' the reason being is because both channels have a high sense of popularity throughout our chosen target audience of young adults (18+) In terms of the channel 'E4' it is indeed popular within the U.K due to it having a high rate of 'American' T.V sitcoms such as How I met your mother, Rules of Engagement, Ugly Betty and Revenge etc. Due to these shows, being rooted/ based around American culture it is only logical that we also advertise an American artist across a British T.V Channel which not only broadcasts British shows but American too.- Another reason for our choice of 'E4' is primarily because E4 also has a connecting channel known as '4 Music' which as implied by the name bases around music- Showing the most recent music videos as well as advertising albums/ artists singles.

Target Audience Research -
In terms of target research, the way in which we went about finding out was through a variety of techniques/ forms. Through, vox pops, questionnaires and a focus group- all three were very helpful/ informative in terms of how me and my partner will address the filming of our advert.

Article for magazine

Perks of citrus fruit - The writing in red was all edited out for the final DPS.

Citrus fruits, are ever so underrated and by the end of this article I hope I've brought you to the brighter and perkier side of eating/ using citrus fruits. First of all lets start with lemons! Lemons are a source of calcium, vitamin C, magnesium and potassium minerals and antioxidants that improve the appearance and condition of our hair, skin and nails- However lemon juice should not be left on the body for extended periods of time as you may have severe reactions if exposed to the sun. Always consult with your doctor if you have any concerns. Lemons' antibacterial and anti-fungal properties make them a natural alternative to treat acne. Simply slice open a lemon and rub it across your face. Or you can add a few drops of honey to a lemon half before applying it directly to the area where you have blackheads. Wait five to ten minutes before rinsing off with cold water. And if that's not to win you over lemons also whiten teeth. Professional teeth whitening treatments can cost a fortune, so save yourself a lot of money and time with a homemade teeth whitener! Using baking soda and lemon juice. Mix the two ingredients into a bubbly solution and apply to your teeth with a cotton bud. Leave on for no more than one minute (the acid is strong enough to break down tooth enamel) and gently scrub off with a toothbrush.

Limes! The tiny green balls (of fruit) of happiness. Limes pack a powerful amount of vitamin C in a small package. One whole lime, typically about 67 grams, contains 35 percent of your daily vitamin C requirements. Vitamin C may help prevent colds from developing and may minimize cold symptoms. Adding lemon or lime juice to your meals may help protect you from developing arthritis. Similar to an orange, a lemon has 53 milligrams of vitamin C per 100 grams, while a lime has 29 milligrams. English researchers who studied more than 20,000 arthritis-free people reported in the journal "Annals of the Rheumatic Diseases" that those with the highest intake of vitamin C were at least three times less likely to develop arthritis than those who took in the lowest amount of vitamin C. Limes also help the digestive tract. The acidic nature helps breakdown food and due to the intense scent, digestive juices ad acids are encouraged, aiding to a smoother digestion which can also help constipation. Limes and lime juice have been used for hundreds of years as bleaching agents. It can help rejuvenate the skin as it is an anti-biotic, an anti-oxidant and has great disinfectant properties. The health benefits of lime juice also stretch to eye care such as clearing up conjunctivitis.

Oranges can be sweet or bitter; the sweet ones are best for juicing or eating out of hand, while the bitter ones hold up well to sugar in marmalades and candies. Navel oranges, named for the indentation in the skin at the fruit’s stem end, are easy to peel and virtually seedless, with a sweet and juicy flesh. Smaller Valencia oranges have smooth skin and abundant juice, which is great for drinking and blending into vinaigrettes and sauces. Aromatic blood oranges have a reddish blush on the skin and intensely flavourful, deep red flesh and juice. Mandarin oranges are smaller and less acidic than other varieties, with loose peels and mild flesh.

Audience Profile

Leon

Age - 17

Gender - Male

Ethnicity - British Caribbean  

Sexuality - Straight

Psychographic - A lover of music and fashion. Takes pride in what he wears. Quite relaxed, works out weekly - Busy social life as well as educational. In terms of social life, as he works within a shopping centre he spends most of his time there, therefore socially it's usually where he and his friends spend most of their time. Shopping, eating- talking. Not only this, but due to Leon being a lover of music as well as studying it he spends as much as he can on tickets for gigs, concerts and merchandise. 

Geodemographic - Lives within England, South West London - Originates from St.Lucia - Caribbean. Migrated to London in 1994- Born and raised; but keeps a healthy relationship with his family back home- Via through mobile and social networking sites such as facebook and Skype. Not only this but through the famous app 'Viber' whereby it allows him to communicate with people in different countries for free (through wi-fi)

Socio-economic - Although he has a part time job, he also does over-time. Not only this, but due to him taking pride in what he wears he doesn't mind spending an obscene amount for it either. Leon, would be held within a C1 category as he would classify himself as working class due to him as well as his parents working constantly. 

Occupation - Part time job, working at Topshop/ Topman

Education - A student currently studying media and music B-TEC

Yasmin 

Age - 22

Gender - Female

Ethnicity - British Guyanese 

Sexuality - Bisexual

Psychographic - An all round film and fashion enthusiast. Again similar to Leon, Yasmin takes pride in what she wears but is an individual who is weary of price. Mostly obtaining clothes from charity, vintage, thrift and pop up shops. As she is a Uni student, she knows that time is money and money is everything. Not because she is obsessed and wants nothing but money but because it's a waste of time in terms of obsessing. However, the most money she would ever spend clothes on would be mainstream artists clothing for example- Jason Mraz, Paramore and 30STM. As a big film fan, Yasmin spends most of her social time in indie and mainstream cinemas- watching foreign as well as Hollywood movies and sometimes reviewing them for fun. 

Geodemographic - Currently lives on campus at Bournemouth, however her family lives in Greater London - Coulsdon but originate from Guyana now and then speaks to family from Guyana but doesn't really have the time. Does when she can, but that's usually her mum and dad's place. 

Socio-economic - Due to Yasmin being a University student she hardly has the time spare to obtain a job as sometimes her lectures go from morning till evening leaving no time for her to barely eat let alone work. Her Mother and Father both obtain B categories demographically as her Mother is a Vice Principle as well as her Father being a doctor owning his own private clinic. Some would say they were upper class but due to her family/ parents having a traditional and strict upbringing they view themselves as working.

Occupation - Volunteer work at local Charity Shop as well as a weekend job at Tesco. 

Education - Studying Fashion & Design at the University of Bournemouth 

Feedback on front cover

I received feedback on my magazines front cover today, as shown below is my final piece which I was given feedback on. The majority of my feedback is positive with the exception of three people stating that I must change the colour of my 'white' font- As they believe it doesn't stand out. In terms of my positive feedback it all based around the 'layout' of my cover which is quite plain but works as my background image is quite busy. However, one inparticular stated that I must add more cover lines as she believes it to be too 'plain'- there is a reason as to why my front cover has a lack of cover lines and the reason being so is because my magazine is based around food and travel therefore with all food magazines the front cover primarily bases around the photo and one cover line on top of the masthead.

Task 3: Advertising Ideas Pitch 1

Shahab Sweets - 

Introduction to shop -
Shahab sweets "are a family run business based in south London. We specialise in Pakistani and Indian sweets and savouries to cater for all occasions. We use only the freshest, quality, ingredients and all of our products are hand-made on site, meaning you only taste the best."

Target Audience -
25+ as it is a sweet shop it's primarily based around hosting events as they do sweet dishes ranging for a large audience/ group or singular. As you are able to walk in whenever; they also do hot dishes such as Samosa's, pakora's, biryani: Basically Pakistani/ Indian dishes. Therefore, you wouldn't expect an individual below 18 to walk in for traditional sweets and if so it's very rarely. The group which I will aim for in particular will be within C1-C2 middle/ working class as the food/ sweets are of a reasonable price. In terms of geo-demographics, it is mostly aimed towards those who have had a South Asian upbringing; cultured by countries such as Pakistan, India, Bangladesh, Sri Lanka- This due to the fact that the sweets that are created then sold by the shop are popular within these countries therefore hold an influence towards those who of a South Asian heritage however South Asians within London.

I will be using a 'Quantitave and Qualitative' form of research. The quantative form will be a Survey, whereas the qualitative will be a questionnaire.- The reason that I believe that my advert will accomplish in targeting my chosen audience is because I will specifically advertise on chosen channels- For example, 'Geo, ARY, PTV, UMP Movies' These are all asian based channels (and hopefully through my research, I will learn more about asian based channels within England) which broadcast within the U.K: therefore when advertising our 'tooting' based shop individuals all around the U.K will be aware of it's whereabouts within London. - Obviously, there will be a mention of 'Shahab Sweets' around the U.K in different cities but this advert will primarily base on the Tooting shop and the companies product as a whole (the sweets)

Style - 
The style advert will be an informative advert as well as narrative with a voice over: Alongside the moving image used throughout. The advert will be of the realist genre, the reason being that it will consist of factual information and that it is relative.

Product - 
Show pictures of food - // hand out

The product is primarily the food aspect of the shop however my partner Damilola and I had contrasting views in which his idea bases around the actual shop and mine the product: meaning the sweet. I'm still deciding on whether to use one particular sweet or a range. For example, if I was to use one particular sweet then I would essentially give the sweet a 'introduction' meaning that it will be a new sweet that I will promote through the ad.

Message - 
The message of my advert is short and simple: to inform my target audience of where the shop bases and what they can buy with prices as well as image of the sweets. The story/ plot line of my advert will base around the shop and the sweets: In terms of the use of sound it will all be non-diegetic; meaning that the only sound will be the voice over which will be added to the advert during editing. The voice over, will follow a script as well as being voiced by a female. The reason being, because food throughout T.V advertising is primarily usually accompanied with a female voice over. Why? Because it's much more appealing due to a female voice being much more softer and kinder than a males. Not only this, but it has become conventional now that food is advertised with quite a provocative feel to it. For example, the advert for M&S Food has a female voice is speaking in quite a seductive tone in a hushed voice. Whereas my advert will have the gentle soothing tone of a female but not in any way seductive.

Technical Resources / Deadlines -
The resources which we will need for the advertisement will be; a camera, steady cam and a tripod. In terms of the camera and steady they will be my personal items which I will use for this ad, therefore there are no limitations. I also have a tripod, which I could also use however it's quite limited in terms of the heights it can go therefore I would prefer to use the College's tripod.

DEADLINES, me and my partner have decided to finish filming a day before (14th May) the first deadline (16th May) so that if changes are needed then we will be able to finish them before the final deadline. (23rd May)

Film Studies - Task 1A

In this post I shall be analysing and comparing both Shaun of the dead and Zombieland. Shaun of the dead is a 2004 British zombie romantic comedy film directed by Edgar Wright and written by Wright and Simon Pegg: starring both Simon Pegg and Nick Frost as the main characters/ heroes. Whereas Zombie land is a 2009 American zombie comedy film directed by Ruben Fleischer from a screenplay written by Rhett Reese and Paul Wernick. The film stars Jesse Eisenberg, Woody Harrelson, Emma Stone, and Abigail Breslin as the main characters/ heroes. It is conventionally clear that within zombie films the main characters drive is that they are the only survivors of a zombie apocalypse.

Genre Conventions - Shaun of the Dead

Setting - 

The setting of 'Shaun of the Dead' is a small town (in London), however all the filming is done on set or at Ealing Studios: within London. The town itself is enclosed, and within a closed space- because of this it is difficult for the characters to get away. Most of the town has been struck by the apocalypse which only leaves the 'main characters' un-infected. Which is what makes their survival so important. In terms of Zombie movies, most of the film is conventionally filmed on location rather than a set to give the film a more 'real' essence to it.

Characters ( Human/non-human) - 

Shaun - Lead Protagonist

Ed - Male lead protagonist (dies)

David - False Hero (dies)

Liz - Female Lead Protagonist

Barbara - Mother of the male lead (dies)

Diane - Female lead protagonist (dies)

Zombie(s) - 

As shown above, these are the main characters within 'Shaun of the Dead' we can already see that the cast is sexually diverse as it does not base around males however conventionally it has the typical blonde heroine; although in this case there are two. Usually you would find one blonde female, and the other a brunette to show contrast in personality/ action: however in this case there are two females who are both blonde... And unconventionally neither are in the slightest bit dim.- Diane's foolishness is shown towards the end when her lover 'David' is taken away by the zombies and in the hopes of saving him she goes after him other than that both females are shown as strong and independent: Especially Liz as she is one of the remaining survivors alongside Shaun. 

Props and costume -

The props used throughout the movie range from weapons to every day household objects to things such as guns, axes, knives, chairs, wood planks, poles etc. The props which have been used are honestly 'on instinct' type of weaponry: anything that the characters can find/ come across- Giving the film a more 'realistic' essence to it. The movie due to lack of weaponry emphasises that they really are in a 'pickle' and have no idea what to do. Alongside the costumes; that they don't change their clothing on the actual day which could also show their lack of appreciation for materialistic objects. In terms of the clothing for the zombies they are 'blood stained, shattered, ripped' the clothing in which they were attacked in: covered in blood due to the wound bleeding- again depending on where they have been bitten. Which is conventional in terms of zombie films; the clothing is often bloody and ripped and is shown in vintage zombie movies such as 'Dawn of the Dead 1978' 

A zombie from the 1978 Dawn of the Dead:

Story - 

The story/ plot of Shaun of the dead bases around a mane who is slowly loosing everything: job, love life, his passion etc- And in the attempts to quickly change his ways of being a 'failure of a man' he is faced with 'Z day' Zombies/ a life threatening situation therefore he attempts to be the 'hero' throughout the movie... and in ways fails again miserably. Loosing his mother, step father best friend and others along the way. The survivors amongst his group are him and his 'ex' well at the end 'girlfriend' Conventionally, the story has the basic characters following the plot of survival and sticking together - the fall of certain individuals is also conventional as it shows the harshness of reality as well as the realism that is portrayed within Zombie films. Throughout, the movie we can certainly state that there are defined character roles assigned to each person. For example, Liz is the 'princess'/ lead female protagonist. David the 'false hero' and Shaun the 'lead protagonist/ hero' Many Zombie and horror movies are mostly known for the usage of binary oppositions. In which case the base would be having two opposing teams or individuals: villain v.s. hero (zombies v.s. humans) The teams being, the survivors which get together and form a team to defeat the group of zombies.

Events -

The events which take place throughout the movie:

• Getting flowers for mother 
• Breaking up with girlfriend (Liz)
• Meeting the 'zombies' 
• Gathering friends/ family: some die 
• The end (Shaun and Liz survive)

Structure -

The movie as a whole, is set within a 'non-linear' time warp this being because it not only shows present situations but 'visions' of the future (what they aspire to do/ get done) In terms of the introduction of the movie we are shown this within the first 5-10 minutes introducing each character/ what their role will be throughout the movie. For example, Ed is introduced as the 'tag along' character who essentially in viewing appears to be an adult but mindset wise he is still a child thus needs looking after which brings us to Shaun, a male who has potential/ capable of being so much more yet is brought down due to the relationship he has with his 'best friend' Ed. Shaun, is basically Ed's mother in a sense that he constantly has to look over him, and make sure he's stable/ doesn't get himself into trouble. Which shows that Shaun has a soft side... Maybe too soft as it is stopping him from becoming so much more. It's holding him back. The middle of the movie consists of the cause/ meeting of the characters with the 'issue' which forms the rest of the movie. The ending of the movie is basically the conclusion, in this case it was an open ending although the zombies have been exterminated we do not learn the cause for the outbreak- Also Shaun the lead protagonist keeps his best friend (Ed) who is now a Zombie in the shed... Which informs us again that Shaun is not ready to let him go- and that he is still... Soft.

Technical conventions -

Sound :

The usage of sound within Shaun of the dead is used in multiple of cases; for dialogue, speech, attacks, music and even sfx. In terms of dialogue it is the speech which is said by the main characters therefore it is essential that it is used within the movie so that the audience are aware of what is being said instead of having to guess/ assume. Although subtitles can be used it isn't particularly the same thing: meaning that the diagetic sound added throughout the edit of the movie emphasises the emotion that is being put across the scene/ movie. For example with Shaun of the dead there is an action scene of Shaun, Ed and Liz attacking a zombie whereby the song 'Queen - Don't stop me now' is played which gives the scene a humorous affect to it yet doesn't loose the focus of what is actually happening. Although this particular scene did in fact used diagetic sound for the music as it is coming the 'juke box' as well as using 'speech' as another diagetic sound. In terms of SFX it is mostly for the 'zombies/ weapons' used throughout the movie: so to speak that when the guns are fired special effects as well as SFX are used to extend the noise and make it sound more believable. 

Use of Camera -

The usage of camera throughout the movie range from a variety of shots, long shots, middle, landscape, extreme close ups- The reason that there is such a range is because the movie is indeed action/ zombie therefore for the film to only use a limited amount of shots would be ridiculous. The most interesting shot which I found that was used within the movie was 'P.O.V' shots and how they have been manipulated to emphasise a certain characters 'situation' and how it is that they are responding: this is also tied in with the movement of the camera. For example the scene whereby 'David' is taken by zombies we are shown the reaction of Diane and how the camera moves back and forth from the scene of David and helpless Diane taking action. Emphasising Diane's situation having no idea what to do, but the only thing that she's that is right. To go after him, as stupid as it is she is blinded by her 'love' for David and in the attempts of being a 'Heroine' she goes after her lover.

Editing - 

In terms of the editing of the movie, they aren't obvious to a point whereby it makes the movie look cheap. It is done in a manner whereby the have taking advantage of their shots. For example, a shot of Shaun standing up is quickly turned into a close up shot of him zipping up his trousers, flushing the toilet, brushing his teeth etc. The speed of editing is normal, however speeds up towards the end as they are being chased by the enemy in terms of the cuts/ fades. 

Genre Conventions - Zombie Land

Setting - 

The setting of Zombieland is primarily within America as they have been hit by a zombie apocalypse... an empty America. The movie itself was filmed in a variety of locations, ranging from Hollywood, California Atlanta, Hapeville, Morrow, Decatur, Newnan and Powder Springs, Georgia. Like Shaun of the Dead, the movie was mostly filmed on set and some within studio. It is conventional amongst most Zombie movies to be filmed on location; as there are hardly any 'big' action scenes which take place. 

Characters ( Human/non-human) -

Columbus - Male Lead Protagonist 

Tallahassee -  Second Male Lead Protagonist 

Wichita/Krista - Female lead Protagonist 

Little Rock - Second Female Lead Protagonist 

Zombie(s)

As shown above, these are all the main characters within Zombieland all of which; survive. Again like Shaun of the Dead we can see that this cast is also 'sexually diverse' meaning that there is an equal amount of both two males and two females. However, conventionally in comparison to Shaun of the Dead they had two blonde females whereas within Zombieland there are two brunettes. From a social point of view, typically within movies blondes are considered to be dim and stupid whereas brunettes are portrayed as smart, independent and strong. Which is exactly what these two females portray. Within the movie, both Krista and Little Rock are sisters therefore making their bond even stronger. Throughout the film, we are shown the multiple ways in which the two sisters plot to ditch the two men. Showing, not only how independent they are but their intelligence too especially of 'little rocks' as she is only 12.

Props and costume -

In terms of props and costume, again like 'Shaun of the Dead' the main characters clothing does not change: you again could state that it is their personal opinion and lack of appreciation of materialistic things which again is emphasised within the movie: As they trash an actual store for the 'hell of it' enjoying, the 'little things' Their clothing stays the same, yet gains splatters of blood and mud as they rummage through the stranded country. In terms of costume for zombies, again like 'Shaun of the Dead' and any conventional zombie movie the clothing in which they have been attacked in does not change. It becomes dirtier throughout their reign, but does not change in terms of outfit. The props used within this movie, in comparison to Shaun of the Dead is more thorough/ though through. This being because the individuals are already aware of their situation therefore have prepared themselves for the task ahead however within this movie you could say that it is more likely for these characters to find weaponry as the movie is based with America... Americans are known for having guns within their homes etc.

Events -

The events which take place throughout the movie:

• Columbus attacked by zombies
• Columbus roams streets alone
• Picked up by Tallahassee 
• Mugged by Little Rock and Krista
• Columbus and Tallahassee save both Little Rock and Krista

Story -
Based on a college student who is unsociable and unaffected by the 'mad cow disease' (which slowly turned the whole population of American citizens into zombies) attempting to reach his parents in Columbus, Ohio. Along his travels in the attempts to find his family he encounters man in his mid 30's (another survivor) who also takes pleasure in killing zombies- Though he also seems unsociable like Columbus, we grow to learn that he also has a soft side- demonstrating it towards his 'pet dog' which turns out to be his son who was killed by zombies: as well as having an affinity for Twinkies, which he actively attempts to pursue. As well as this we meet two young siblings who are 'con artists' which only makes the situation for both Columbus and Tallahassee harder as they rob them both blind of their weapons and wheels. Thus commencing the on-going journey of the four each trying to reach their own destinations. In terms of the characters within Zombieland there are two main protagonists one male and one female. Whichita and Columbus, with Tallahassee and little rock as second. Although they are all important both Whichita and Columbus are the main this being because their friendship, could possibly blossom into a relationship- which automatically makes them quite important as the idea of a possible relationship is not only another form of recreating the human race but a concept which will create an equilibrium.

Technical conventions -

Sound -
The sound used throughout Zombieland consists mainly of diagetic sound; meaning not only was the speech done live but most of the music too e.g. Ghostbusters theme tune. In particular the scene of Columbus and Krista as they sip on wine and dance. This particular scene is used to show the beginning of a 'relationship' maybe. The way in which they have manipulated 'sound' to emphasise this point is by using a 'seductive' track: as well as the characters body language. Making the audience question, whether or not they will kiss or not... Whether it will last or not, will it cause issues within the group? Etc. The most common sound affect used within the movie would be the 'gun shots' again to make it more believable and have more of an affect in the final cut of the movie.

Use of Camera / Editing & Sound -
The use of camera within Zombieland consists of a range of shots: long, middle, extreme close up, landscape etc. The reason being because conventionally zombie movies are known for the mass destruction which takes place amongst the world or in this case; country. Therefore landscape/establishing shots are used to not only inform the audience of where they are but to show the damage which has been done to the town; affecting the characters as well as the audience. In terms of movement of the camera again, it has been done in a manner whereby it compliments the scene/ character. For example the ending scene from 0:00 - 1:31 the film has been edited into 'slow mo' but it does not stop the director from using a variety of angles in the end scene. Alongside the scene, non-diagetic music has been used throughout to emphasise the situation of all the characters but most importantly 'Tallahassee' as he is surrounded by dozens of zombies; which is shown by the P.O.V shot used to emphasise the 'impossible' situation he is faced by. Making the audience question whether or not he will come out of this situation alive or not (he does) The slow mo is used to show how skilled Tallahassee is with a gun: and how he is capable of taking care of himself.

Editing a peers article

For this task the individuals article which I had to analyse/ edit was Wallace his article based around the movie 'Superman' the article based around Wallace's personal opinion on the movie as well as his review to it. My experience for editing article's only go so far as to be my own therefore when editing a peers article it wasn't as hard as I thought it would be. I enjoyed taking part in the task as it allowed me to be more cautious when I write my own articles, as I had to pin-point and kept an eye out for particular mistakes such as: grammar errors, punctuation, spelling errors etc not only was it helpful for him but me also. It has made me cautious when writing myself, and allowed me to go through my work ten times as thorough.

Mahdi REVIEW (HOMEWORK FOR TOMORROW - ADD MORE STUFF)

Last week Sunday I went out for a meal with my family to the restaurant Mahdi; in Hammersmith which is an authentic persian cuisine. Known for not only the number one place for persian food within London but it's gorgeous persian interior and their family oriented atmosphere. So I thought I'd give a little review on the food as well as the wonderful service as me and my family are loyal customers. This was our fourth time dining at Mahdi and it's honestly the cutest little restaurant with the most mouth watering food.

As we are regular customers, we tend to order the same dishes and this time was no different- However I ordered a salad for a starter, which is not usually something we do as you are given complimentary homous and naan before you begin your meal; however I wanted to try something new. The salad ordered was 'Salad Olvieh' which was a combination of potato, eggs, gherkins, mayonnaise, lemon juice and chopped chicken breast (number 8 on the menu £3.90)

Although it looks unappealing, don't judge it before you've tried it... It's so so delectable it's honestly gorgeous. I can imagine it being a sandwich filling, ah it's so delectable and I can still taste the flavours. I was surprised to see how well the flavours went together.

So our main meal was the 'mixed grill' (number 31- on the menu £31.90) which we ordered twice alongside the saffron rice with blueberries on top (which comes with the grill) the grill consisted of:

• One grilled skewer lamb chops
• One grilled skewer of lender
• Thin slices of chicken fillet 
• Two grilled skewers of minced meat served with grilled tomatoes
• One grilled skewer of tender chicken
• One whole/ half on a bone

Above, are the pictures of the food and believe me it tastes as good as it looks. The meat is tender and full of juice, we have never been disappointed and lack of flavour has never be an issue. The rice, with a hint of saffron makes the combination of the blueberries as well as the meat a perfect match. The flavours exploding in your mouth, making no need for ketchup nor mayonnaise.

To end the lovely and satisfying meal it is finished with a traditional Iranian tea (Pot for 3.50) which goes by the name 'kava' pronounced 'Kaa-va' the cutlery as well as the tiny glasses for the kava were much appreciated and added to the whole experience. As a whole, the restaurant is exactly as the reviews states; "an authentic persian cuisine, the number one place for persian food within London it's gorgeous persian interior and their family oriented atmosphere." Although they tend to aim their atmosphere based on families I would see no reason for a group of friends to attend it's a happy and warm restaurant full of satisfied faces and loyal service.

Prices - From £25+

Reviews - 5/5 stars

Address - 215-217 King Street London, W6 9JT Hammersmith

Contact - 02085637007 // http://www.mahdirestaurant.co/

Booking info: Call the number above -  Monday to Sunday 11.30am to 11.30pm