When we decided to plan and create an advert thats promotes an album or in our case a 'Greatest Hits' we looked at other types of adverts that have been show on television to promote other artists albums, we looked at them to find any similar concepts that are used and what kind of layout ours should have.
Robbie Williams - Greatest Hits, released in 2004
This album used a simplistic technique of showing Robbie's music videos, whilst text overlaying the clips of hit songs that Robbie had released. The music changes to represent some of Robbie's biggest hits that have been released over the years but more are revealed as text.
The album debuted at number one and was the fastest selling album upon release, selling 320,000 copies in its first week.
Steps - The Ultimate Collection, released in 2011
Another advert which helped inspire our own is the promotional advert for Steps Ultimate Collection. This album celebrated the reunion of a 90's pop band by releasing a new Greatest Hits album. This was the first alum released since their split, ten years ago. Because of the vast amount of time it had been since a previous album, the album gained a new fanbase from previous fans who have since had children. The album was released with a tour which had sold out concerts within days.
Whilst Robbie's advert was simplistic, Steps have a very brightly coloured advert, with several different music videos showing as the music changes.
Taylor Swift is one of America's biggest artists to date, she was the youngest paid songwriter who then went on to become a pop phenomenon. She is an American Country/Pop singer, famous for writing all her songs about personal aspects of her own life.
In 2006, Taylor Swift released her first album, self-titled 'Taylor Swift'. Since then her first album has gone on to sell over 5.5 million copies world wide.
In November 2008, Swift released her second album, titled 'Fearless', the album reached number one in the US Charts and its hit single 'Love Story' launched her release in the UK. Since its release, Fearless has gone on to sell over 9,646,311 copies worldwide. Swift recieved four Grammy Awards from this album, one of which was 'Album of the Year'. A platinum album was later released with an additional six songs. In 2009, she was named Artist of the Year by Billboard Magazine.
October 2010, Taylor Swift released her third studio album 'Speak Now' which managed to sell over One Million copies in its first week of release. Since then, the album has gone on to sell over five million copies worldwide. One of the albums singles 'Mean' was awarded 'Best Country Song' and 'Best Country Solo Performance' at the Grammy Awards in 2012, adding two more Grammy Awards to Swifts collection.
In 2009, Swift was ranked the 69th most powerful celebrity, earning over $18 million that year, she has since made her way to the 7th spot in 2011, earning $45 million. Billboard named her the most financially successful music artist of 2011.
Taylor Swift has won 102 awards since her debut in 2006, including 6 Grammy Awards, 6 Country Music Awards, 10 American Music Awards, 13 Teen Choice Awards and 13 Billboard Music Awards.
To help create our own advert about saving energy through the use of lightbulbs, we needed to look at other adverts that were promoting similar messages. It was important for us to find adverts that were successful which would then help us make our advert successful.
In 2011, Phillips released an advert to help promote their LED lighting, this advertisement was helpful to us to outline our own advert because it has a similar style to what we had considered for our own advert. The advert is gripping for the viewer as continuous different types of lamps are turned on in the most unsual places, the use of normal characters in the advert also helps the audience connect with it.
Phillips released another advert to advertise energy efficient lighting, this advert also helped to inspire how we wanted our advert to go. This advert is much better to the previous one as there are no lightbulbs actually shown in the advert at all, the advert relies on a voiceover which details climate change and facts regarding this that the average viewer may not have known. This factor of the advert inspired our own with the idea of telling the audience 'hard-hitting facts' about the consequences of global warming and energy consumption.
LED is another type of lightbulb that could be used to help conserve energy. LED stands for 'light emitting diode'. LED's are used as indicator lamps in several devices and are also used for other types of lighting.
LED's were introduced in 1962 , when they were first introduced LED's only emitted red light which was a low intensity but as society has evolved, LED's have now modernised and are available with very high brightnesses.
There are many advantages to using a LED instead of a incandescent lamp, the main advantage is that LED's have a much lower energy consumption, they are also have a longer life-span compared to IL's and come in a smaller size then IL's.
However, LED's that are powerful enough to light a room can be expensive and requre a precise current and heat management than CFL's output.
There are several names the Compact Fluorescent Lamp is known as, some of these include; Compact Fluorescent Light, Energy Saving Light and Compact Fluorescent Tube, this kind of lamp is designed to replace a Incandescent Lamp.
CFL's use less power than the general Incandsecent Lamps and also are known to have anywhere from eight times to fifteen times longer life span then IL's.
CFL's are known to be more expensive to buy then IL's but it has been researched that CFL's can save over five times the amount that has been paid for in electricity costs of the CFL's lifespan. CFL's do contain mercury which makes the lamps more complicated to dispose of, in some countries, recycling schemes have been put into place to dispose of CFL's for the consumer.
Energy Efficient;
50-70% of the total amount of lights sold are incandescent lamps, due to their high efficiency, CFL's use only a quarter to one third of the power that is equivalent in incadescendent lamps.
Replacing all inefficient lighting could save up to 409 terrawat hours (TWh) a year which counts for 2.5% of the world's electricity consumption. It is estimated, that if all the incadescent lights were replaced by CFL's in America then 80 TWh would be saved yearly.
Since CFL's use far less energy then Icandescent Lamps do, replacing all IL's would result in less CO2 being released into the atmosphere, replacing these with CFL's would globally would result in a 230 million tones CO2 reduction.
This chart shows the cost of electricity usage of several different types of lightbulbs. The chart shows clearly that Incandescent cost far more than any other type.
Cost;
When Incandescent Lamps are replaced in commercial building, CFL's can be very cost-effective, when they are used to replace IL's. In 2006 in the US, it was found that when replacing each 75 W Incandescent Lamp with a CFl resulted in a yearly save of $22 of energy consumption. When using CFL's, savings are greater and payback periods are shorter.
So Why Should We Use Energy Saving Lightbulbs?
Energy Saving Lightbulbs biggest selling point is the fact that they are cheaper and last longer. Another selling point is, energy saving lightbulbs are much more friendly to the the environment. The biggest waste from regular lightbulbs is carbon dioxide, which in turn, is the biggest contributing factor to global warming. Nearly 25% of the UK's carbon emissions come from domestic household products.
By using Energy Saving Lightbulbs, we can continue to reduce the amount of carbon dioxide that is released into the atmosphere, resulting in a reduction of global warming.
We chose for our product to advertise to be Energy Saving Lightbulbs, because of this we needed to do some energy into the importance of saving energy, especially in this day and age where the energy we are using is causing damage to the Earth.
As society continues to change and it improve its technology, the amount of electricity generated is a huge amount which requires more energy to be used. The power used to generate technology products is usually generated in Power Plants that convert different kinds of energy into electricity.
Energy conservation attempts to reduce the amount of energy that is consumed. Conservation can be achieved by increasing the efficient use of energy, when there is reduced energy consumption, this reduces the energy consumption from other energy sources.
The overall result of energy conservation could be an increase of financial capital, environmental quality, national security, personal security and human comfort. Organisations and Individuals can choose to conserve energy to reduce energy costs and increase economic security, whilst Industrical and Commercial users of energy, could increase efficiency of energy to increase profit.
Energy conservation has been recieving more attention as the years progress in the UK, this is due to the Government's commitment to reducing carbon emissions, the project 'Energy Gap' in UK electricity generation and the reliance the country has on imports that meet energy needs, nationally. The highest problems for amounts of energy being consumed comes from domestic housing and road transport.
Every year, the UK sees millions of adverts promoting a product, a service, a charity or even trying to gain awareness for a campaign, the vast majority of adverts that are aired on television comply with the ASA's rules.
In 2010, the ASA recieved nearly 29,000 complaints about adverts that were seen by consumers. The ASA assessed the concerns that were made about these adverts and were investigated, resulting in nearly 2,400 adverts were requested to either be changed or were withdrawn from viewing.
In order to have a successful advert, its important that our advert complies with the rules as well, when planning our advert we had to make sure that there was no possibility of a rule being breached.
Barnardo's Campaigns
Barnardo's campaigns are notouriously known for their controversial images they use for their campaigns. Over the years, they have used images such as a young baby with a cockcroach in its mouth and bruises shown on abuse victims.
The image of a young baby with a cockcroach in its mouth was launched in 2003 and recieved more complaints than any other advert that was shown that year, recieving 466 complaints.
The advert was upheld to which Barnardo's said they were 'disappointed' by this decision as their ultimate goal was to spread awareness for child poverty.
Barnardo's is infamous with several images used to create awareness for poverty, including one with another baby with a syringe in its mouth, Barnardo's claimed that the adverts "showed the reality of poverty and its long term effects." Barnard's refused to apologise for the advertisement, arguing that the issue of child poverty was often ignored by the media.
Other Billboard advertisements have also been banned because they have caused some kind of offense to the public.
An advertisement of Tony Blair, advertising ID Cards was released in 2006, was the most complained about advert in that year and was banned because "the barcode on Tony Blair's upper lip made him resemble Hitler, which was offensive."
An advertisement promoting the TV show 'Six Feet Under' caused some controversy as viewers found it to be "offensive, shocking and likely to cause undue distress", the advert was made banned in the UK.
This advertisment was released to advertise the 'Quit Smoking' campaign. The advertisement featured two cigarettes to resemble the Twin Towers, with the tagline "No More Killing" to represent the 9/11 attacks. The advertisement was rejected in China for being seen as "inappropriate."
The advert caused offense to some viewers and the advertisement was then banned.
In 2010, the Irn Bru drink released an advertisment to promote their drink, the advert featured animated animals and had a Pied Piper theme to the advert by having the animals follow wherever the protagonist went. However, the advert turns from a happy, bright theme quickly to a dark, disturbing theme when the animals are led to a butcher shop.
The advert had already recieved a restriction given by the ASA, which meant the advert was not allowed to be shown around programmes that were targeted for children, however the advert still recieved a number of complaints arguing that the content was "offensive, irresponsible and distressing to children." The ASA felt its previous restriction to the advert was acceptable and the advert was not banned.
An advertisement advertising a cleaning product caused some offence to its viewers because of its use of "gender stereotypes", its tagline is "So easy a man could do it." Complaints were made against the advert but the ASA disagreed and saw the advert as "light-hearted" and "comical" and was unlikely to cause widespread offence.
