Commercial Themes and planning

1990 - This commercial presents themes of usefulness. We can see the food type used in both a professional scenario, and home cooking. These are themes of practicality, and ease of use (I plan to follow up these themes in my production).

Stylistically, the commercial displays close-shot imagery with happy faces and positive expressions.

The Aspect ratio is of 4:3 (to suit 1990s televisions) and the colour grade is dull and flat.

During the 30 second commercial, we are exposed to the idea that everyone is the primary consumer of the product. We are shown this through snap shots of a diverse aged family, sharing 'uncle bens rice' together (see 0:12).

The viewer here is also given a smart narrative. This is because it works shot by shot in a term I call 

"action/reaction narrative". This is where shots alternate between an idea and an example use, back to back.

This works as follows:

1. Establishing tilt shot of tower
2. Introduction to 'uncle bens - classic recipe'
3. Cut to young couple serving rice
4. Introduction to 'Uncle Bens - Fast&Fancy'
5. Cut to young family serving rice (+eating shot)
6. Introduction to 'uncle bens - converted rice riz'
7. Cut to diverse aged family serving rice meals (+eating shots)
8. Introduction to 'Uncle Bens - rice in an instant'
9. Cut to young couple enjoying rice
10. Shot of 'uncle bens - converted rice riz'
11. Example shots of uses for rice (+ freeze frame and slogan)

This way of advertising through a narrative, helps to sell the idea that the product pleases the consumer and therefore create sales.

I hope to follow this strategy when producing my own commercial.

2010 - This commercial presents themes of flavour. We can see the flavour represented in the colours used. These are themes of spice and hypnosis (I plan to follow up these themes in my production).

Stylistically, the commercial displays stop motion imagery with low frame rate and lots of CGI.

The Aspect ratio is of 16:9 (modern industry standard) and the colour grade is bold and saturated.

During the 30 second commercial, we are exposed to impressive visual effects. We are shown this through trippy sprite movement and dramatic light rendering (see 0:06).

This commercial also displays a narrative. 

However, here it is shown through the brief shots of de-saturated imagery. This quickly transitions into the over dramatic/ flamboyant style of what is representing the inside of an 'Uncle Bens rice' packet (see 0:05).

This way of advertising through a narrative, helps to sell the idea that the product can change the perspective of the consumer and therefore create sales.

I hope to follow this strategy when producing my own commercial.

Personally, I believe that commercial 2 was most successful to sell the product. Using bright and snappy imagery, it was able to keep audiences hooked with impressive visual effects. The advert hit all the points that it needed to without overcrowding the viewer with unwanted information. Here, we get shown the product and what its uses are. Then we are presented with the animation and the title card. This is something I wish to use in my advert.

Google search data proves that interest in 'Ben's Original Rice' began trending after the 2010 commercial. Therefore, we can see which of the adverts was more successful.

Here, we are shown an alternative style for food commercial. This is advertising a different product and therefore is a competitor to 'Ben's Original'. This is important because it gives us an insight into how other brands grab your attention, and how I can use these strategies to use in my advert.

 

Stylistically, this advert is extremely cinematic. Harsh lighting is used alongside low saturated and high contrast imagery. The shots are sliced up between variation speeds and interesting transitions to ease into the next point of focus. Every frame here is a close up and the shots which aren't wait patiently for the food to arrive in shot to capture its detail.

Almost every shot is pushing the camera lens closer and closer to pinpoint every detail of the food. Every moving part (such as lemon drizzling) is slowed right down to show us the intricacy of the food. All of the lengthy shots are cut and sped to enhance the pacing and keep the narrative flowing. 

In terms of narrative, the entire advert is showing us the slow and careful preparation of food. This is also something that I wish to take inspiration from when I create my own advert.

Possible Competitors In The Market:

The difference in marketing is that the above brands no longer have film based advertisements. Therefore, there is little to compete against on television/digital video ad.

Demographic And Psychographic Audiences

 

Demographic Audiences:

1. Age
2. Gender
3. Location
4. Income
5. Occupation
6. Spending Trends

My product based on demographic audiences are based on young couples, single parents, students and elderly. The product that I am promoting is NOT gender specific and is a food item meant for everyone to consume.  Location of my audience is specific to: who can read the instructions, cultures that consume rice. Typically, I am aiming the commercial towards a low income audience (less than £15,000 a year), this directly relates to spending trends - those who purchase 'minute rice' and etc.

Psychographic Audiences:

1. Hobbies
2. Interests
3. Diet
4. Religion

In the instance of my production, hobbies and interests do not apply so much. As I am producing a commercial about food. The appealed consumer will however find interest in the diet option. Rice is a very common food type that can suit in many different dietary needs (such as vegan, vegetarian).

Religion can also play a role into who the commercial will appeal to, as many have specific dietary requirements - such as Halal.