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Production Area

Television & Radio

Brief Two: Public Service Advertising, by Jeremy Orlebar

You have to create two TV or radio ads, and 3 magazine ads on the topic of promoting sensible drinking, and discouraging drink driving. Audience 18–25 women.

The AQA spec says:

“Broadcasting: Create two television or radio advertisements as part of a campaign designed to promote sensible drinking aimed at young women (18–25). 30 seconds–1 minute, each.
Print: Create three magazine advertisements for three different magazines for a pre-Christmas campaign discouraging young women from drink-driving.
E-media: Create a viral, moving image marketing tool to promote sensible drinking. The piece is intended to be disseminated via mobile phone attachments.”
Preproduction
  1. Research advertisements that attempt to persuade the target audience to stop or cut down doing something. The campaigns against smoking over the years are a good example see: www.gosmokefree.co.uk, www.antismokingads.org, and anti-smoking-ads.blogspot.
  2. Look at the drink driving campaign — look at how other countries like New Zealand approach this issue see: www.ltsa.govt.nz/advertising/drink-driving. You should be able to obtain the full history of the British campaign from the UK govt at www.thinkroadsafety.gov.uk/campaigns/drinkdrive/drinkdrive.
  3. Research whether these ads do actually work and find out from the research done at the time why they work. Whatever it is that makes people give up something then this is the factor you will need to use in your production.
  4. Make a shot list of an ad you like — how many shots are there, and how long is each shot? Surprising how short each shot is, isn't it? See www.visit4info.com to view current ads.
  5. Write out what you intend to do for your ads. You may want to show graphic images of drunken people. You may want to visit a casualty unit at your local hospital and show images of the effects of drunkenness on people (you will need permission from the hospital) or you may want to make up a story.
  6. You may want a completely different approach perhaps based on a comedy concept around an old car and drink driving. To drive a real car you need to fly a flag and be sober — that sort of approach.
  7. You have to do two ads and each will last a MAX of one minute. They could be two in a campaign that also is in the press. So you could have the same person linking the ads — two moving image or radio and three magazine ads.
  8. Draw a storyboard — this is essential for an ad — show it to your friends in the target audience. Does it have a persuasive quality about it?
  9. Make a list of all the things you need to make these ads work.
  10. Make a production schedule — you only have a few weeks. Editing may be quicker than with a fictional film trailer as you will have less shots to edit — but you may have dialogue and you will need graphics.
  11. This ad can be a fictional scene or a documentary factual style production — which is better or more persuasive, or animation.
Production
  1. Once you have got your ideas sorted out you can go into production but not before and make sure you have a good storyboard for each ad.
  2. Schedule the shoot — this should be straight forward. It is less likely to go wrong if you schedule to do most or all of the shooting inside with good lighting. Ads need to look very shiny and bright. Go for simple shots mainly in Close Up. Use graphics. You are unlikely to use music on such a serious topic unless you can work it into the ad so that it becomes part of the ad — maybe the lyrics of a song can be used e.g. Leader of the Pack by The Shangri–Las — but use lyrics with care.
  3. Edit both ads. This will be a lot easier if you have shot to a storyboard. In fact it will be very difficult if you have not shot and kept to your story, and more or less the same shots as on your storyboard.
  4. Use some of the shots from your moving image ad as part of your magazine ads or shoot similar material — there should be a link.
  5. Use different strap lines for the magazines and for the moving image ads but on a similar theme.
Evaluation

Look again at some of the ad campaigns you researched. How does yours compare in terms of IMPACT — are your ads persuasive. Write about what makes them persuasive. Bring in all the Key Concepts and some contextual factors.

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