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“Does this look like a normal day for you?”

Video of man ice fishing on a frozen lake surrounded by trees and snowy mountains.

“Or does this”

Text message being sent from someone asking to be picked up.

“Don’t you hate it when your friends send you a text like this at 2am”

Text message asking person to collect a large load of shopping.

“Or when your mum sends you something like this, whe  you’ve just had a massive shift at work.”

Car keys being taken.

“Well…”

Man buckling seatbelt inside car.

“…not me, because thankfully, I drive the new Volkswagen Polo”

Empty back seats shows the spaciousness the car.

“Despite being a hatchback, I can confidently fit my friends and family in the back.”

Wide angle showing the boot and its hidden compartment.

“And thanks to its hidden compartment, the car can hold up to 280L in its boot.”

Close up transitions to wide to show off the car.

“So unlike all those car adverts you see on TV these days, this car, is actually handy.”

Call to Action Card

“Be Real, Get a Polo”

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After choosing my product I decided I would dedicate this week to two objectives;
- Finding car adverts I don't like and analyzing why I dislike them.
-   From that analysis, think of how to improve on their mistakes.

Firstly I noticed a consistent pattern in the car adverts, which was that they emphasize the car is 'not just a car' and show it in non every day locations:  https://www.youtube.com/watch?v=dq4Qj_vG9Tg
With this understanding I believe I can follow the example of this advert by criticizing previous adverts in a comedic tone: https://www.youtube.com/watch?v=OmXc_WrZe_s

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For this week my objectives were to;
-Identify a target audience for the product
- Begin through research on marketing techniques, my product, and the use of communication through media.

Initially there was a rough idea of who would targeted as the product is a car, this removes all demographics below the age of 18.
"The message is typically encoded such that it has reasonably broad appeal, yet at the same time will be most salient to a specific cluster or segment" This means that whilst the ad will seem to appeal to many demographics, there is a smaller group the ad aims at with greater emphasis, this information will now be incorporated into the video ad.
Another source explained that Toyota, a rival to VW, created an ad that reacted poorly with audiences, in which they advertised their spokesman more than the car and had their ad in the form of a game on Facebook. Whilst I acknowledge that Facebook is an incredible site to advertise on, it is evident that a game format is a poor decision.

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This week I continued my research and decided on a target audience and hence how I would advertise it.

‘you will often need to construct communications that must simultaneously satisfy an array of persons who will each read it with his or her own set of concerns and goals in mind.’  Here Anderson explains that when dealing with a broad audience (which this product will be dealing with) the viewers will have differing goals for what they desire in the product, hence trying to include as many positives about the product is a necessity, therefore a mind-map was created to broaden each detail. - https://bubbl.us/10494191

Whilst researching the features included on a Polo to help with the promo video I noticed that by merely mentioning the car was manufactured in Germany , the audience would feel more inclined to trust the video as Germany has a reputation for producing the worlds greatest cars due to their engineering quality.

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This week has proved a difficult one as I am now struggling to understand the use of code when creating a website.
Having to use Notepad from my own personal laptop I believe I created decent attempt at a website, whilst all of the content is there and I am very pleased with that, I am not satisfied with the design of it. This is something I will need to improve on in the following weeks.

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This week my focus on this was minimal to work on other subjects, but I did brainstorm different ways i wanted to approach filming my promo in terms of actors/friends.

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With the restrictions on Social Distancing, my plans for this promo have been ruined and will need major adjustments promptly

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I have finished filming and editing but am not nearly as happy with the final product as I would be with my original concept, the theme of practicality among the public is lost as I am the sole actor in the video, and without multiple people or locations I cant emphasize the general usefulness of this car in a lighthearted tone

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Feeling excited to learn more.
Hoping to improve on my creative writing skills and to adapt that knowledge to my own writing hobby.

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26.Table/ Stand
27.Plumbing
28.Music Festival
29.Star Wars Lightsabers
30.Hoodies
31.Necklace
32.Sandwiches
33.Money Saving APP
34.Skateboard
35.Soccer Ball
36.Ticket Purchasing APP
37.Drum Kit
38.Festival Shirts
39.Non-stick frying pan
40.Cross-Platform Console Controller
41.Speaker
42.Shampoo
43.Breakfast Bar
44.APP that pays your subscriptions after you've been paid all at once.
45. Night Out APP
46. Frame
47. Protein Bar
48. Chocolate Bar
47. Biscuits
48. Chewing Gum
49. Bubble Gum
50. Sleep Headphones
51. Face Cream
52. Ice Cream
53. Pizza
54. Sushi
55. Pasta
56. Obstacle Course
57. Gym
58. Chips
59. Wireless Charger
60. Mattres

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1. VW Polo
2.Air Freshener
3.Sunglasses
4.Chair
5.Shoe
6.Phone
7.Phone Case
8.Earphones
9.Headphones
10.Powerbank
11.Shirt
12.Laptop
13.Soft Drink
14.Energy Drink
15.Alcohol
16.Bottle
17.Watch
18.Bracelet
19.Hat
20.Helmet
21.Social Media APP
22.Relationship APP
23.Bag
24.Children Toy
25.Gym Weights

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For the assessment, I chose the Volkswagen Polo, there were numerous reasons for this decision but it was primarily due to owning the car personally, hence filming an ad for the car would become very easy. I have also found car advertisements to be silly in their excessive efforts to imply their car is more than just a car, and believe I can create a better ad.

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61. Pillow
62. Pj's
63. iPhone
64. iPad
65. iPod
66. Mac Computers
67. Android Phone
68. Keyboard
69. Mouse
70. USB
71. Hard Drive
72. Motorbike
73. Yacht
74. Golf Clubs
75. Bicycles
76. Bike Helmets
77. Earrings
78. Jacket
79. Cushion
80. Kitchen Knife

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Dewhirst, T 2011, Target Audience, pp. 1526–1528
This source taught me how to market when dealing with a broader audience, that whilst addressing the broader public, most of the attention should focus on specific target groups.

Toyota Source - ‘Toyota targets Yaris at young audience and confirms "It's a car!".(DIRECT REPORT: HEAT METER: Our look at the most--and least--engaging social media)’ 2012, DM News.
This source was very useful as it served as an example of how not to advertise a car/product. It is especially useful given that it is regarding a hatchback, exactly as my product.

Anderson, PV 2016, Technical Communication, 9th ed. Pg 6
Similarly to Dewhirst, this text explained to me that the promo will have to address various specifications about the car in order to appease the maximum number of viewers.

‘GERMANY: Fast, fun and very frugal - the Volkswagen Polo BlueGT.’ 2012, Just-Auto.com.
This source will be helpful with the promo video itself as it describes key features about the Polo which I will be incorporating, it also demonstrated the effectiveness of utilizing Germany's reputation in the motor industry to its advantage.

Glenn Brooks 2015, ‘VEHICLE ANALYSIS: Volkswagen Polo BlueGT & Polo GTI’, Just-Auto.com.
This source, though similar to the prior, was useful as it should a comparison to a more improved model, thus allowing myself to not draw attention to what are minor 'flaws' and focus on what they kept from the original as it clearly didn't need improved

https://www.youtube.com/watch?v=dq4Qj_vG9Tg
This source was useful as I found many things wrong with how they portrayed their car, primarily the lack of who it was targeted to and the very uncommon setting.

https://www.youtube.com/watch?v=OmXc_WrZe_s
This source gave inspiration on what my advertisement will look like, focusing on mocking the old styles of ads while using comedic tones

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-Stylish
-Modern Equipment
- Mileage
- Extra Boot Space
- German Engineering
- Mock the Matthew Mcconaughey ad
- Its reliability

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Quote  'the message' - Dewhirst, T 2011, Target Audience, pp. 1526–1528

Toyota Source - ‘Toyota targets Yaris at young audience and confirms "It's a car!".(DIRECT REPORT: HEAT METER: Our look at the most--and least--engaging social media)’ 2012, DM News.

Anderson, PV 2016, Technical Communication, 9th ed. Pg 6

‘GERMANY: Fast, fun and very frugal - the Volkswagen Polo BlueGT.’ 2012, Just-Auto.com.

Glenn Brooks 2015, ‘VEHICLE ANALYSIS: Volkswagen Polo BlueGT & Polo GTI’, Just-Auto.com.

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Gender - Male and Female
Age - 18+
Professional Status - N/A
Locations - Shops, Gym, University, everyday locations for the regular consumer.
Reaction - The ad will combine the mocking of other car ads that are over-the-top similar to the Samsung 'Sponsored Post' ad, whilst also addressing that this car is for everyone (except for larger families), showing mundane chores but that is the point, the ad will try to prove it is trustworthy by showing the car in genuine real life scenarios.
Platform - Facebook, Youtube, and Tv, these platforms host the most viewers and can adapt for a 30 second video.