Programme Proposal TV Advert – Cadbury’s Dairy Milk

Date 20th October 2016 Director Oliver Kaplan

Rationale

Product: Cadbury’s Dairy Milk Chocolate Bar

Target audience:• Age• Gender• Social Class• Lifestyle Grouping

My advert will be aimed at Teenagers and Young Adults, male and female.

What does research tell you:• Promotable benefit of product• What difference to user

My research told me that this product helps to benefit people by making them happier and more excitable when they eat it. In a way it helps to ffed the persons emotions just as much as it physically feeds the person.

Advert message:• Slogan/tag line• Links to further promotion

“What would you do for a Dairy Milk?”

How long will it last: 30 second advert

How will the programme be seen:• On television• On DVD• Cinema• On the internet

The programme will be seen on television and on the internet.

Treatment

Synopsis:• What is the overall plot• What happens in each scene• Where is each scene set

My advert is going to be based upon a fictional office worker called Phil. In the advert we see into his thoughts about how he steals a Dairy Milk from another office worker. The advert ends with Phil leaving his office to go and do what he has just though about doing.

Storyboard Notes: Storyboards on separate sheets.

Setting: My advert will be set in the present day. It will be set in quite a

• Past/Present/Future• Urban/Rural• Prosperous/Neglected

prosperous and urban setting rather than rural and neglected.

Narrative structure:• Linear/Non linear• Single/Multi strand• Open/Closed narrative

My advert is going to be a non linear advert with a closed narrative. It will be single strand.

Genre:• Sitcom• Serious drama• Reality TV• Parody• Cinematic• Animation• Action• Fantasy

The genre of my advert is going to be Action/Adventure.

Tone:• Serious• Light• Comedic

The tone of my advert will be quite serious but with more of a comic twist at the end of the advert.

Pace:• Fast - to build excitement• Slow - to provide depth

The pace of my advert will be fast in order to create a tense, action packed scene that will be remembered by the audience.

Camera Technique:• Tripod/Dolly/Steadicam• Hand Held• How will you use camera moves• What kind of camera angles will

you use

Various camera angles are going to be used in my advert ranging from extreme close up shots all the way to wide shots. All of my shots are going to be shot on a camera on a tripod in order to keep the shots steady and make the advert look more professional.

Look:• Colour/Black & White• High Definition/Low Definition• Studio/Rostrum• On location

As I want my advert to look as professional as possible I will shoot it in the highest definition that I possibly can. I will shoot in colour.

How you will use lighting:• Available Light• Brightly lit• Mood lit• Cold• Warm

For the light in my advert I am just going to use the available light in the locations where I am filming. If possible i will use warmer lighting for the scenes where we are just seeing Phil’s thoughts. This contrast should then make it clear that these are only Phil’s thoughts.

Sound:• Sync-sound• Voiceover• Music• Sound effects

The sound in my advert will consist of fast paced music with various sound effects. A voice over will be used to reinforce the slogan at the end of the advert.

Scene Transitions:• Cut between scenes• Cross-fade scenes• Fade to black• Use captions

Fades will be used in the very beginning and at the very end of my advert but other than this straight cuts are going to be used between shots to keep the fast pace that I want in my advert.

End Caption/Ident:• Graphics• Image• Sound• Voiceover

My end Ident will consist of a graphic of my product with the slogan underneath. The slogan will be read by a voiceover to reinforce it to the audience at the end of the advert.

Resources Required

Production Factor Item Source Cost

Locations College Building, Computer room and hallways.

College £50

Performers 2 Actors (Male or Female) College Students £20

Crew Camera Man Me £0

Editor Me £0

Equipment Camera College Equipment £50

Tripod College Equipment £25

Costume Everyday Casual Apparel £0

Props Cadbury’s Dairy Milk Chocolate Bar Local Shop £1-2

Production Schedule

Stage Done By

Script First Draft 24th October 2016

Script Final Draft 27th October 2016

Recce Reports 3rd November 2016

Storyboarding 10th November 2016

Shot List 14th November 2016

Casting 7th November 2016

Permissions 3rd November 2016

Recording Schedule 10th November 2016

Recording 21st November 2016

Rough Cut Edit 1st December 2016

Fine Cut Edit 11th December 2016

Presentation 13th December 2016