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 

Food and Travel Magazine

 The article - http://www.foodandtravel.com/travel/gourmet-traveller/the-perfect-blend

This particular magazine is titled 'GOURMET TRAVELLER' which is an actual on going feature within the magazine whereby an actual chef travels the world visiting a number of exotic countries whereby he not only roams to find the best locations for individuals to get away but also the best restaurants within the country as well as the food the country is known for implementing both food and travel. What you notice in terms of this articles layout is that it is packed with information and the description of both location and food is endless, allowing the reader to feel as though they are there with them. The article has been laid out in a manner whereby the top half is dedicated to the photography, below mentioning the photographer as well as the writer. It then goes on to use language throughout the article which can only be described as 'passionate' as they describe not only the country and food you can already tell by the first paragraph that this isn't likely to be an article which is boring and dull- Just like the photos it's colourful and bright. The style/ language again gives the article a unique essence to it whereby it isn't what you would expect from your average article based on food or travel: in this case it has both. The layout of this particular article is actually online, due to this it is much easier for the reader to see the number of different articles which has been written for this feature. Making it quicker for the reader to navigate/ look for their chosen article. -On the right side you are shown the different countries which the 'gourmet traveler' has visited and his personal reviews on the country and food. As well as restaurants which you should visit while their, and below mentions of 'keywords' the name of popular dishes or drinks. In terms of how the audience is targeted it is through the content itself. The colour scheme is bland of white and black and the title a maroon colour. The only colourful aspect of this article would be the photography as shown below:

 

Agencies, Ads and Audiences - WCRS

WCRS is part of Engine, the UK’s leading independent communications group. WCRS are located within England, London "60 Great Portland Street London W1W 7RT" However again like BBH they also have offices around the world.  Their global footprint now includes offices in Europe, China and both the East and West coasts of the United States. Working together with the Engine network, WCRS is now well placed to handle any global communications challenge.

• San Francisco 
• New York 
• London 
• Brussels 
• Shanghai 
• Hong Kong

Examples of WCRS client base within London/ Globally

• Artemis 
• B&Q 
• betfair 
• BMW 
• Bupa 
• churchill
• Corinthia 
• global radio 
• HM Revenue & Customs 
• Now TV 
• Options 
• Safestore 
• Santander 
• Sky 
• Royal Airforce/ Navy 
• Warbutons 
• Westons

WHO ARE BARB?

BARB are the 'Broadcasters' Audience Research Board' they provide official reviewing figures for U.K television audiences. Commissioning specialist research companies such as those listed below so that they are able to collect data that represent the T.V viewing behaviour of the UK's 26 million T.V households.

• Ipsos MORI - The leading UK research company within global reach. Specialising in researching Advertising (brand equity and communications); Loyalty (customer and employee relationship management); Marketing (consumer, retail & shopper and healthcare); MediaCT (media and technology) , Social & political research and Reputation Research.

• Kanta Media - Helping the world’s advertisers, media owners, advertising/media/PR agencies, and publishers together with government, NGO, and trade organisations to measure their media image and impact.
• RSMB - To offer high quality design and operations in the field of television audience measurement.

"BARB is the official source of television viewing figures in the UK. We continually develop new ways of measuring what you and the rest of the UK are watching." - BARB