Drafts of Newspaper Advertisements

These are the print ad ideas that we came up with, before deciding on a final idea and taking the pictures

This was our final idea for our newspaper advert, as it left the question open to the audience, letting them decide if heels are 'diva or disaster', this was because it only showed the audience the glamorous side of heels. We also decided against taking a picture for 'disaster' as when we tried to portray disaster, it did not work in the way we wanted it to, and it would not of been easily understood by the audience.

The images below are other drafts of print ads that we thought up, but we decided against.

We did not chose to use these 4 ideas, as they all had a plain, bland background, that we felt would not of worked well ona print advert, as it would of been left to look boring, and could have made the audience less enthused about the programme.

We would advertise the print adverts in the following newspapers;

• The Daily Mirror
• The Daily Express
• The Sun

Codes and Conventions of Newspaper Advertisements

Trailer and print advert need to be from the same campaign - same theme, same slogan etc.
Colour block - bottom left hand corner of channel 4 logo.
Bold central image.
Title is printed.
Positioning statement -> Fashion Icon?
One strong key image.
Words kept to a minimum.
Slogan.
Channel logo.
Scheduling

Scripting Radio Trailer

This is our script for our radio trailer voiceove. We recorded this in the Ice Radio recording studio, using Chloe Jones as our voiceover.

The stations we would broadcast the advert on would be;

• Heart Radio 106.2
• Smooth Radio 100.4
• Real Radio

Codes and Conventions of Radio Trailers

Ended with a different voice explaining when and where it will be shown.
Sound effects are used.
Uses a voiceover that we assume is from the documentary.
Takes extracts from the documentary.
Music bed that relates to the topic.
Make sure the beginning is clear

Scripting Documentary Voiceover

This is the voiceover script of our documentary, we recorded this using Ice Radio recording studio.

Edit Decision List

The following is the edit decision list, that we decided from our tape logs sheets, which is the order that we will run our documentary.

Tape Logging Sheet

Opening Sequence Storyboard

This was our original idea of the opening sequence, however we did not have the equipment or time to make the opening sequence with the effects that we would of liked, therefore we changed the idea to the image below.

We decided on this image as it was realistic, and we had the equipment to make it, and it would of been a lot easier than our first idea.

Planning continued

Interview for 3 shop assistants
1. Are heels a popular sale in your shop?
2. How many pairs of heels do you sell a day on average?
3. When there is a sale in your shop, do women flee to the heels section?
4. What is the highest pair of heels you sell?
5. How expensive are the heels you sell? What is the price range of the heels you sell?
6. Do you wear heels that are sold in your shop?
7. How does working with heels make you feel?
8. Are heels an important part of your sales?
9. When is the busiest time women tend to buy heels in your shop?
10. What does your day include working with heels?
11. How often do you wear heels?
12. Do you have different sections in your shop for different occasions? For example Work heels, shoe boots etc.
13. How do you advertise your heels?
14. On average, how old are the women who buy heels in your shop?
15. Do you think women of older generations are outdated when wearing heels? Do you think its stereotyped that younger generations should only wear heels?
16. How do you think women feel when buying heels from your shop?
17. Why do you think they choose to buy your brand of heels?


Interview with Miss Wiltshire – Weatherhead High School teacher
1. What is your job?
2. Do you wear heels to school every day?
3. Do you wear heels so much to make a statement?
4. What do heels mean to you?
5. Do you find it hard to walk in your heels around your work?
6. Why do you wear heels so often?
7. How many pairs of heels do you own?
8. Do you drive to work in your heels?
9. Do you get tired being on your feet all day in heels?
10. Have you ever had any foot problems due to wearing heels so much?
11. How old were you when you bought your first pair of heels?
12. Are heels just a part of your work uniform or do you wear them all the time?
13. Where is your favourite place to buy heels?
14. What are the highest pair of heels you wear in work?


Interview with Pediatrist
1. What kind of issues do you most often come across with feet?
2. Do women often come to you with problems with their feet due to heels?
3. Are any of these due to heels?
4. Can heels affect your posture?
5. What are the most common problems with feet due to heels?
6. What happens to the foot when wearing a heel?
7. Whats the most dangerous case youve come across because of heels?

Scheduling

Scheduling can be broken down into clear segments, these are daytime, afternoon and evening. The evening segment can also be broken down further into before and after the watershed.

Target Audience
The target audience for daytime television are mainly housewives, pensioners, the unemployes and children under 3. We know this as programmes such as Jeremy Kyle, Peppa Pig and Loose Women are shown.
Before the watershed the main target audience is families, as mainly soaps are on and many families watch soaps together.
After the watershed the target audiences changes to older, such as 16+, as it shows programmes such as Inbetweeners, Mock The Week and the news. It also involves strong language, sexual references, drugs and alcohol after the watershed, which shows us that the audience must have changed.

• BBC1 - is paid for by TV license therefore it has to appeal to everyone (e.g. Cbeebies, News, Eastenders)
  
• BBC2 - older generations (e.g. Popes Visit, Flog It, Politics)
• ITV1 - appeals more to 16-60 year olds (Jeremy Kyle, Corination Street, Law and Order, News)
• Channel 4 - under 30's (e.g. Hollyoaks, The Simpsons, True Blood and Skins)
• FIVE - older generations (Outlaw, News, Neighbours)

Repeats
Some channels repeat they're prgrammes a lot whereas others hardly repeat, as audiences can now watch on the internet, using things such as 4OD and BBC iplayer. The percentage of scheduling that are repeats on the five terrestrial channels are;

• BBC1 - 20%
• BBC2 - 25%
• ITV1 - 15%
• Channel 4 - 25%
• FIVE - 45%

Imported programmes

Some programmes are imported from other countries, such as America. Channel 4 has the most imported programmes as it airs programmes such as 'Friends', 'The Big Bang Theory' and 'Everybody Loves Raymond'. This is because they are popular programmes and varying audience will enjoy these programmes and the channel will make more mone.

Watershed
The watershed is the 9pm cut off every night when programmes are allowed to contain swear words, scenes of a sexual nature and violence. This is seen as the time when children will go to bed so that they will not see the more mature content.




Scheduling theory

Tv companies want to reach the right audience for a particular programme.

• Inheritance - scheduling a programme after a popular programme to "inherit" some of its audience.
• Pre-Echo - scheduling a programme before a popular programme, hoping that viewers will tune in early and enjoy the previous programme.
• Hammocking - a programme is scheduled in between two popular programmes.
• Remote controla have an impact on this as they can turn over at any time.
• Satellite/cable/freeview - now have a massive active part in choosing their tv schedule due to the hundreds of channels they can choose from.
• Watershed - stronger use of language, sex, violence and drugs after 9pm.
• Narrowcasting - eg disney channel, Nickelodeon, Discovery Channel, Teacher's TV.

Running Order

1. 

Research for documentary continued

History of Office shoes
Office first opened back in 1981 as 'Office London' with a concession in the shopping mecca Hyper Hyper, but its roots go back to the 60's selling hand-crafted belts, luggage and footwear.

The unit in Hyper Hyper proved to be extremely successful, prompting further expansion into the West End. The first stand-alone Office store opened on Kings Road in 1984, followed by sites in Charing Cross Road and High Street Kensington.

Office continued to grow throughout the Eighties, encompassing every major shopping area in London including Covent Garden, Camden and Portobello Road. By 1995 the chain had acquired stores on prestigious South Molton Street and Neal Street, Covent Garden.

February 1996 saw the launch of Offspring situated in London's Covent Garden. It was a pioneering new concept encouraged by the sports footwear industry, devoted to revolutionising the world of fashion sports retailing and underpinned by the existing creative and commercial success that had kept Office at the fore-front of the fashion footwear market over the last ten years. A further two stand alone Offspring stores soon followed in Camden and Brighton. Riding on the success of such an innovative brand, 2006 saw Offspring open concessions within the prestigious department store Selfridges London and Manchester.

In 2000, Poste was launched, an up market men's boutique offering a selection of designer men's shoes in an environment synonymous of a typical gentleman's club. Since then concessions have been launched in Harvey Nichols stores nationwide.

By July 2001, Poste Mistress the sister store arrived and soon became the essential ladies footwear boutique in Covent Garden. Both stores boast a celebrity clientele that reads like an A -Z of who's who in the showbiz world. Paris Hilton, David and Victoria Beckham, Helena Christiansen, Keira Knightly and Kelly Brooke to name a few.

In 2003, the private company was purchased by Tom Hunter of the West Coast Capital Group and with his backing the company's store ratio has doubled with further expansion planned for 2006.

In 2004, Office moved over-seas opening their first stand alone store in Dublin. Since then four further branches have opened in Dublin and Belfast.

OFFICE currently retails from 74 stand-alone sites including; 4 in Eire, 3 Offspring and a Poste & Poste Mistress boutique. Our concessions include; 23 House of Fraser, 7 Topshop (including NYC), 7 Harvey Nichols and 5 Selfriges (4 Offsprings and 1 x Ladies). In addition to our stores we have a thriving mail order and world-wide website business - OFFICE remains a firm favourite with the fashion-pack.

Ever since its' inception, Office has gained a reputation for originality in its approach to shoe retailing. Uninhibited by the creative constraints imposed by the larger multiples, Office has always managed to effectively marry originality to commerciality in both product and store design.

Both the men's and women's ranges encompass the whole style spectrum, from designer to sports. Own label designs offer affordable yet directional fashion, reflecting the massive legacy of a company founded on London style.

Research for documentary

Secondary research

http://www.youtube.com/watch?v=cei1TFaSihwbe.com/watch?v=cei1TFaSihw
Broken heels-Alexandra Burke


http://www.youtube.com/watch?v=q47M0wONJi4
Song about heels


http://www.youtube.com/watch?v=WGS16028eg8&feature=relatedtch?v=WGS16028eg8&feature=related
Victoria Beckham high heels

http://www.youtube.com/watch?v=zJ6VT7ciR1o&feature=related
Wizard of Oz-There’s no place like home

http://www.youtube.com/watch?v=8rFsfb-GXfo&feature=relatedfb-GXfo&feature=related
J-LO music video in heels

http://www.youtube.com/watch?v=AfWicNl9zfg
Sex and the city-song and pictures

Primary research
-Questionnaire
-Interviewees such as;











• UK customers can call our local-rate number: 0845 307 2484
• ROI customers can call: 01-899-0141 (local-rate) or 1-800-411-084 (free phone from ROI landlines only)
• International customers please call: 0044 1506 468733
If your query is for any department other than Customer Services at Schuh, please call 01506 460 250
Our team are here to help throughout the week:
• Monday - Thursday: 8.30am - 8:30pm
• Friday: 8.30am - 6.30pm
• Saturday: 10.30am - 5pm
• Sunday: 11am - 5pm








Email: sales@office.co.uk
Call: 08450 580 777
8:30AM till 5:30PM Mon-Fri

Email: customerservice@office.co.uk
9-10 Great Sutton Street
London
EC1V 0BX

Formal proposal

Topic
The topic of our documentary is going to be fashion, but as our documentary is “on going”, the topic for this week is going to be heels.

Type Of Documentary
Our documentary is going to be entertaining with a hint of informative information. It will be informal, chatty and fun.

Style Of Documentary
Our documentary is going to be expositry as it is going to use a womans voice to illustrate what is being discussed (voice over).

Channel and Scheduling
Our documentary is going to be scheduled for 9pm and broadcasted on Channel 4.

Target Audience
Our target audience is going to be women aged 16 and over. We arent limiting our target audience as women of all ages can wear heels. We’ve decided on the age being 16 + because of the time the documentary will be scheduled, which is after the watershed.

Primary Research Needed
We have conducted a questionnaire and had it completed by 30 different women with a range of ages.

Secondary Research Needed
Due to the content we wish to include in our documentary, we have researched the history of heels, names and numbers of shoe shops and names and numbers of foot specialists.

Narrative Structure
We are still unsure about how were going to present our documentary, but our initial plans are that it will follow and question and answer format.

Outline Of Content
• Interviews with; foot specialists, shop assistants, shop managers and shoe designers.
• Cutaways of people walking in heels.
• Archive material of Sex and The City clip, and people complaining about sore feet.
• Talk to a doctor about what heels do to your posture.
• Woman voiceover.
• Gok Wann style -> informal, chatty.
• Cutaways of shoes and heels in shops (Liverpool One.)
• Voxpops outside shoe shops.
• Interviews with Uni students studying fashion design.
• Interview with Liverpool Echo fashion editor.
• Interview with Colleen Rooney.
• Discussion about prices – quality of heels for price.
• Discussion about size of heels.
• Victoria Beckham – bunion removed because she always wears heels.
• Archive material of her on the red carpet and several shots of her in heels.
• Interview with Miss Wiltshire and a drag queen.
• How heels have changed through time.
• Voxpop of why people wear heels.
• Dorothy in the Wizard of Oz – archive material.
• Broken Heels song.
• Archive Material of 13 going on 30.
• Party Feet discussion.

Resource Requirements
• Camera
• Interviewees.
• Microphones for interviews