Research report

Research Report 

As part of my double award media A1 I am required to create and produce an advert for a specific product using stop motion animation to be more specific I will be focusing on the energy drink Lucozade. I did this to further explain my process I will have to do some specific research in order to achieve my adverts true potential. This includes researching things like qualitative and quantitative research and the point and meaning behind advertising I will also be reflecting on my research into different focus groups and interviews with a different range of audiences and how I managed to achieve the result that I got .

Primary research  

I first started my primary research by conducting a survey and questionnaire on a specific group of people asking them a range of different questions regarding my product. Plenty of responses came back from this exercise many of them being relatively similar when regarding questions like "What gender do you associate Lucozade with" Many if not all the people who took part in the survey answered male this made my conclusion easy to evaluate which proves that the questions I asked were effective and relevant to my research to illustrate this I constructed a number of bar graphs. After showing my focus group a range of different adverts regarding Lucozade and one advert titled "The Pen story" an advert that uses photographs to show of their potential. I asked questions like "Do you think Lucozade adverts show an accurate representation of the product". I managed to receive some productive feedback, one person said that using the "Pen Story technique wouldn't be that effective when applying Lucozade because it wouldn't make any sense to my target audience.
Focus group questions

Videos 

·      2013 Lucozade advert

·      Older Lucozade

·       Stop motion camera advert

Key points

1.   What do you think of the advert

2.   Does the new advert it portray an accurate representation of Lucozade

3.   What do you think of the older advert in comparison to the newer one

4.    Do you think the older advert gives an accurate representation of the drink

5.   After seeing both adverts which advert gives a more accurate representation of the drink nowadays

6.   Have these adverts changed your opinion of the product

7.   What do you think of the stop motion did you enjoy it

8.     Do you think it’s a good use of stop motion

9.   If so how could you apply this to Lucozade

10.                 Would you buy the product in the stop motion advert

Secondary research   
           

Lucozade questionnaire

1.   How old are you 

12-16

17-21

21-25

26-30

31-35

36 +

2.   Do you drink Lucozade a lot ?

A lot

Sometimes

Rarely

Never

3.   Where do you drink Lucozade?

The Gym

When running

At school\work

I don’t drink Lucozade

Other

4.   What gender do you associate Lucozade with ?

Male

Female

5.   What do you associate Lucozade with?  

Sport  

Energy

Health

Quenching thirst

Other

6.   Which of these words would you associate with Lucozade with?  

Confidence

Athleticism

Energy

Success

Leadership

Other   

7.   Are the adverts an accurate representation of the product? 

Yes

No

8.   Are the different flavours important to you ?

Yes

No

9.   If yes which one is your favourite?

§  Orange

§  Cherry

§  Colonnade (Limited Edition) (2013)

§  Tropical

§  Caribbean Crush (Tropical fruit & Coconut)

·      Pink Lemonade Blackcurrant

·      Citrus Clear

·      Black Edition Cola

·      Lemon

·      Apple

·      Mixed Berries

·      Other       
What I achieved because of this 
By conducting this research I realised  that most of these answers were quite similar in term's of peoples responses. This made my research easy to analyse since people answered male when I asked which sex used the product more. From both my results and primary and secondary research I determined that Lucozade is mainly associated  with exercise rather than just another energy drink like Red bull. After examining later adverts I realised that men had more of a part in the advertising than the women. If you look at the more recent adverts women hardly seem to make any sort of appearance . I then concluded from my questionnaire and research that Lucozade is more male dominated. One other common answer was people using Lucozade at the gym which supported my theory when suggesting that it was an exercise drink the latest advert proves this as it's all based around the stamina of a select amount of athletes this proved my original assumption. To conclude people agree with me that Lucozade is a male dominant drink for exercise as shown by my results. This has made creating ideas for my stop motion animation advert easier as it will have to appeal to a specific target audience which will be for younger people who have the desire to exercise and keep fit.            

Extra research

Ideas for advert  

I've decided that using photograph as I feel it is the most effective way to express my product using a different range of photo's I will create the illusion that the photo's are moving using stop motion animation. My idea is simple their is a young guy running in a race when suddenly he hits the physical wall. How does he overcome this by drinking Lucozade the young guy takes a sip and the photographs speed up causing the young guy to perform better and eventually win the race.

Why did I choose this 

I decided to choose this particular technique because I thought it was the most effective way to illustrate my example and also I found photographs to be the most interesting. If pulled of correctly this could be quite successful in explaining my point and I also believe that photographs are the most interesting use of stop motion animation and photographs have the biggest impact when recreating this.       

Examples 

The Pen Story

Stop motion animation with a printer 

Amazone Kindle advert 

The principals of animation

The principal of animation was first created by Ollie Johnson and Frank Thomas a pair of Disney animators who wrote the book The twelve basic principals of animation. I will be exploring and referencing each different principal this book manages to explain in great detail. These principals include Arcs, Squash and Stretch, Anticipation, Staging and many more in slightly more context.

Squash and Stretch   

Squash and Stretch explores how objects move act and effect the physics which the object possesses for example the weight and flexibility play a key part in the way Squash and Stretch behaves. This can be applied to the simplest acts of movement for example bouncing a ball.
   

animdesk.com 

Anticipation 

Anticipation describes body movement for example when a footballer kicks a ball he has to bend his knee in order to do this just as a gymnast has to bend her arm's and legs to jump properly. This can also apply when a character turn's their head in a scene when they sense someone else might appear in the scene the best example of this is the classic cartoon series Looney Toones.

  

The Principal's of animation

Definition 

The persistance of vision rehears to seeing an image for a brief second and creates the illusion that the object is actually moving. Using timed shot's and combining them together this creates a sense that the objects are usually created into a short film.  http://www.slashfilm.com/geekbomb-a-brief-history-of-stop-motion-animation/ I've used this to demonstrate my point. Another great example is Wallace and Gromit there film's are created by shot by shot movements to make the character's move sequence by sequence moving them ever so slightly. Animation can be expressed in many different form's, pixilation for example is another key motive used in animation. Pixilation is used when people move to create a sequence of action's used by frame by frame capture. This would cause the people or object's to move in a video. Essentially they are countless way's to explain this, drawing painting's etc.. To sum it up animation computer or not animation can be expressed in loads of different form's that are countless

 

 

  

Ardman

 

Aardmen is  most probably the most well stop motion film company in the world, they have created such animation legends such as Wallace and Gromit and Morph. The animation company has been nominated for ten Oscars and won four and have clearly felt the effects of success. However Aardman have also been responsible for such movies as "Chicken Run" and "Pirates adventure with scientists". Aardman are also responsible for shows like "Creature comforts" and Morph which have all been extremely successful.

Where it all started  

Aardmen's creators Peter Lord and David Spoxten first started their careers when they formed a partnership in 1972 they then finished their education in 1976 where they created the children's TV show Morph which was a reoccurring show for the daytime TV show "Take Hart".  Funnily enough the two animators original goal was not to make children's programming, they actually set out to create adult programing using Claymation. As a result they then created "Conversation Pieces" in 1982. The idea was simple create real life situations using Claymation puppets that adult's could relate with. Aardmen then went on to create their first film "Early Bird", they then realised that putting their characters in real life situations created a sense of humour for their audiences because it was so relatable. The team then added a new member to Aardmen Nick Park at a national film school who was working on a film of his own at the time "A Grand Day Out" he then joined Aardmen in 1985.

Later career  

In 1986 Aardmen was to work with Stephen Johnston suggested by Peter Gabriel they also were to collaborate with legendary animators the "Brothers Quay" to produce the music Video Sledgehammer which collected a lot of awards that year. However Aardem were to achieve their greatest feat when they produced "Wallace and Gomit's the wrong trousers" the film was awarded over thirty awards and was acclaimed the best animated film of all time and still stands today as one of the best out their. Since then Aardem have made some of the most ground breaking film's such as "Chicken Run" the Wallace and Gromit series and "Flushed away".      

         
References
http://www.aardman.com/about-us/history/

•  

Lucozade questionnaire

Lucozade questionnaire

1.   How old are you 

12-16

17-21

21-25

26-30

31-35

36 +

2.   Do you drink Lucozade a lot ?

A lot

Sometimes

Rarely

Never

3.   Where do you drink Lucozade?

The Gym

When running

At school\work

I don’t drink Lucozade

Other

4.   What gender do you associate Lucozade with ?

Male

Female

5.   What do you associate Lucozade with?  

Sport  

Energy

Health

Quenching thirst

Other

6.   Which of these words would you associate with Lucozade with?  

Confidence

Athleticism

Energy

Success

Leadership

Other   

7.   Are the adverts an accurate representation of the product? 

Yes

No

8.   Are the different flavors important to you ?

Yes

No

9.   If yes which one is your favorite?

§  Orange

§  Cherry

§  Melonade (Limited Edition) (2013)

§  Tropical

§  Caribbean Crush (Tropical fruit & Coconut)

·      Pink Lemonade Blackcurrant

·      Citrus Clear

·      Black Edition Cola

·      Lemon

·      Apple

·      Mixed Berries

·      Other 

Secondary research on Lucozade

Lucozade Background      

Overall sport requires a lot of skill and effectiveness in order to achieve success. This can become more challenging especially when your body starts o fatigue and get tired, this causes you to loose focus and ultimately not perform as well. To prevent this many people use caffeine in order to ensure this doesn’t happen and is considered one of the few supplements, which keeps your performance positive and energetic. Lucozade manages to get this caffeine and convert it into electrolytes the things that keep your body going through long periods of effort or exercise.

The role of advertising 

Lucozade was first made in 1927 in Newcastle by a chemist who experimented with chemicals for several years to create energy for sick people. The idea was simple eliminate common illnesses like the common cold coughs and headache’s. The drink was then produced and advertised as a drink to give people energy the drink was then named Glucozade. Over the coming month’s it was found that the drink was able to replace the electrolytes in your body allowing people to receive the energy they need in order to keep exercising for longer periods of time the drink was the renamed Lucozade in 1929.   

Advertising over the last five years   

The drink was given a slogan in the early eighties “Lucozade aids recovery”. This seemed logical because it was originally created to aid people in sickness the slogan was then changed “Lucozade replaces lost energy” because of the electrolytes in your body. Over the last five years Lucozade had quite comical adverts that made people out  to be almost superhuman. In 1996 Lucozade showed an advert of people drinking Lucozade and doing hyper anagetic stuff and overall looking happy and fit.     Advert1http://stcmgcsemedia.blogspot.co.uk/2009/05/lucozade-background-and-context.html  

Advert2 http://www.youtube.com/watch?v=TRYakNRF9AA

Advert3http://www.youtube.com/watch?v=IhfUL61Z9rg

     

The Lucozade adverts and the way they are portrayed

Future adverts attempted to make the footage more comical whilst keeping to its common morals of energy and keeping fit and healthy but keeping with an exciting lifestyle. The man in the advert portrays they cool exciting person traits that we all desire and want from our everyday life “To the extreme”. Now we come to the final and mist recent advert the 2012 advert shows a room full of males on treadmills. One side of the room are drinking Lucozade in order to keep running the other side are drinking ordinary water. The test begins to move forward and the males who drink the water fade fast whilst the Lucozade males are able to run for a lot longer thus making Lucozade the more energy filled drink making it suitable for athletes and busy people who exert for long periods of energy. 

Conclusion

In conclusion I found a few constant factors in all areas of my research. One of these factors is that none of the people in the later adverts are female however females are shown drinking Lucozade in the original advert. My verdict on this is that as time as gone on Lucozade has mainly been targeted towards men and throughout my questionnaire I asked the question “Which gender do you think Lucozade is more targeted towards? The answer to this question was considerably consistent and almost everyone answered male clearly this product is not unisex. One other constant factor is that fact that this is a sport or exercise drink not only is this portrayed massively throughout the last two adverts especially. Also when I asked my range of people on my questionnaire and I asked them when they would use the drink they replied with “The Gym” and “Running”