Bibliography

Bibliography (PDF)

http://www.ford.co.uk/AboutFord/CompanyInformation/FordinBritain (2/11/09)

http://en.wikipedia.org/wiki/Ford_of_Britain  (2/11/09)

http://en.wikipedia.org/wiki/Ford_Kinetic_Design#History_of_Kinetic_Design  (3/11/09)

http://www.ford.co.uk/Cars/KineticDesign/mdp=v1204941954768 (3/11/09)

http://www.youtube.com/watch?v=4ZzZcnzphRI (4/11/09)

http://www.ford.co.uk/Cars/KineticDesign/mdp=v1204941954768 (4/11/09)

http://en.wikipedia.org/wiki/Nick_Fosterz (4/11/09)

(pg 191 media institutions and audiences Nick Lancey)

Penguin Dictionary – Oxford English Dictionary –Wikipedia

http://www.ford.co.uk/Cars/KineticDesign/mdp=v1204941954768  (4/11/09)

Introduction to media communications (4th Edition) Brown & Benmark pg 426

http://www.youtube.com/watch?v=xU2k2J4y3nk&feature (9/11/09)

http://en.wikipedia.org/wiki/Advertising

P9 114 Andrew Wernick - Media institions and audiences by Nick Lacey

Writing Plan

Writing Plan

Intro

Introduction to the advertisement. Producer, Director , Release Date etc

 

1^st Paragraph

Mise-On-Scene  – meanings & How it relates to the audience

Camera – Editing (Echo’s Race Scene)

Lighting (Natural, Relaxation & Comfort)

Sound (Draws in audience, Hooks product in audience head)

 

2^nd paragraph

Insight of ford

Kinetic Concept – name, design etc

Originality ??

 

 3^rd paragraph

Making of the advertisement

The important of proving their point.

 

4^th paragraph

Argument

How advertising influence the audience – think they have free choice.

 

Conclusion

Summary of findings

 

 

 

I Map

I-Map  (PDF)

Study Diary

Study Diary

What I thought after doing each blog

 

Initial reading of the image / first questions

• So far I have done a simple straight forward reading of the advertisement.
• This allowed me to think up my initial question of the advertisement.
• Quite straight forward and easy to do.

 Insight on Ford

• Got an insight of the company
• Not much depth. I think I should look into the history of ford Kinetic design.

History of Ford Kinetic Design

• Got a lot more information on ford. I think it was a good idea to do that.
• Only have three entries so far
• I need to research in different areas e.g. primary & Secondary

History of Kinetic Design

• I found out a bit more about the concept of kinetic design
• I want to look more into the advertisement know and look at how it was made, Choreographed, etc. Back to my initial questioned.
• I only seem to find things on the internet about ford. I can’t find much books or leaflets on it. I feel as though I could have got a lot more information on them and previous advertisements if I had more time and wasn’t under so much pressure.

The Advertisement (Making of It)

• I think this was a really good idea as it was a good piece of primary research.
• I was able to answer my initial question quit well.
• I fell that I am quite good at finding useful pieces of research so far although more would be better.

Sound

• I fell as though I found out a bit more about the advert as you can see from this entry.
• Hopefully I can find out a bit more about it. Maybe it would help if I look at the Mise en Scene in more depth.

Mise en Scene

• This found this very easy as I just had to read the piece of media and basically wrote down what I thought.
• If I had more time it would have been interesting to find out:

(1)    On what street it was set

(2)    Who the Character were

(3)    Who did the lighting etc

• I realised that I worked better during the day as I am more focused now then during the evening or at night.
• I feel as though this type of reading the text myself is very useful as I am able to see different things that bring up more thoughts and questions.

Kinetic (The Name)

• I’ve done quite a few entries now
• I think that this piece of information although small is very relevant.
• However I think that it has brought me to a dead end and I need to explore other areas of the advertisement. E.g. Its concept

Similar Advertisement

• Found this quite interesting / feel as though I could have looked at it more if time wasn’t an issue.

Why use Advertising?

• I got a few bits of information from this entry, I feel as though this was an interesting entry as it gave me the reasons behind what was done during the advert.
• I also realised that when I come across interesting bit of information I should have recorded them as I came across various information about advertising earlier on but bypassed it as I did not know it would be relevant earlier on, which would have been useful now.

Research Findings

Research Findings

Advertising

From my research I have found out a variety of different things about the product, company and advertising. I now have an insight on what has been done and for what reasons.

The Company: After I read up on the history of the Ford Company.  I have found out that it is a reliable, well-known company which has developed over the years. This has been beneficial, influential and profitable for the company and its market.

The Product: I have an insight on the concept, name and design of the product. I have learnt about the making of the advertisement and the reasons behind it and how they went about proving their points. I also learnt about what their goal was and how they went about to achieved it.

Advertising: This explains why the advertisement uses what it does and why they did so. I found out about how they connected with the audience via their characters, sound, Originality etc.

11.Why use Advertising?

(question from my 3rd post)

Why a company which is so popularand well known would then have to reley on television advertisments to sell their product?

Advertising is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. (http://en.wikipedia.org/wiki/Advertising)

  

This suggest that Ford had decided to make an advertisment as it it is a great way of communicating and influence the audience. it is also a way of keeping the service and its benifits in the public eye.

 

Advertising has become a particularly influential form whose style has effected many media. (pg 114) (Andrew Wernick - Media institions and audiences by Nick Lacey)

 

This suggest that Ford decided to make an advertisment as it is not only a great way of influencing  people but it the most popular.

 

I also think that Ford decided to create an advertisment as it allows  their new products to be seen by their niche audience and potentially new people. Their Mise-en-Scene used also allow their viewers to engage the product.

I think that the advertisment in its own right could also be a form of Infotainment as it gives information of the product in an entertaining way. Which is a good way of capturing audiences attention.

10. Similar Advertisement

Nissan Cube

Released: June 2009/Brand name: Nissan Cube/Advertising Agency: TBWA

Thoughts /Keypoints

I think that this was an interesting finding as the advertisements are not only similar but were both released in June 2009 (Ford Kinetic in the Uk and  Nissan Cube was in the USA). However the advertisments slightly differ as the Nissan cube advertisment make the fact that the car is not in motion a lot more obvious were as the Ford kinetic tricks the audience.

• why the same concept?
• is there anything specific about the release date?

I think that it was probably just a coincidence as i doubt two companies would purposely release very similar advertisements, as advertisers generally like to be unique. Without talking to both creative teams, advertising agency and directors i think it safe to presume the concept and date are just coincidence.

9. Kinetic (The Name)

Question 1 of initial questions

Definition Of Kinetic:

1. Relating to motion (Penguin Dictionary)
2. Relating to or resulting from motion (Oxford English Dictionary)
3. The kinetic energy of an object is the extra energy which it possesses due to its motion (Wikipedia)          

From the 3 definition i have come across i am able to see that Kinetic has to do with motion.

 So why did they decided to call this specific design Kenetic?

Asked to define Ford kinetic Design, Martin Smith is unequivocal in his reply, “the form language is communicated through bold, dynamic lines and full surfaces. When you look at kinetic Design, you can see that it visualises energy in motion.” It’s this ‘energy in motion’ that expresses the design language. That’s why with just a glimpse, the cars look like they’re moving even when they’re standing still. (http://www.ford.co.uk/Cars/KineticDesign/mdp=v1204941954768)

Ford’s “Kinetic Design” philosophy means that a car looks as if it’s moving, even if it’s not. – by Ogilvy (Advertising Agency)

 I Could find much on why it is called Kinetic but i have relised that it has to do with the motion and the fact that it looks like it moveing when its not (which is their selling point). So it therfor reflects the potential energy of the car. But i feel it is very unique and a good selling point.

Why did they decide to use somthing so different?

Brand Image

• The next technique of pseudo-science applied to advertising was David Ogilvy’s brand image. Ogilvy is testimony to the fact that an energetic imagination can bring success in any field; he is also head of Ogilvy and Matter, one of the nation’s largest agencies.  
• … it recognised that advertising had to overcome the lack of essential differentiation among products.
• Brand image is based on snob appeal, creating an image for a product that puts it a little above the competition and hence make it a little more desirable.

(Introduction to media communications (4th Edition) pg 426 Brown & Benmark)

 This basically shows that name and image in the advertisment was created to be different amoung other product as that is, essentially, what helps sell a product.

8. Mise En Scene

Question 5 of Initial Questions

Set: This advert was shot in a London studio. The location of the advertisment changes from the set to previously recorded carpark and street. This is done to show the twist of the chase in the advertisment, and to basically  to prove there point that ”Every ford you see looks like its moving even when its not”.

Lighting: The lighting seems to be low key i think that this conotes the fact that being in this car will make you fell both relaxed and confortable. They also use verious glimes of reds and oranges in the background I feel as though this suugest that the car, yet relaxing, is still very exciting and adventurous.

Question 3 of Initial Questions

Characters: Besides the people walking across the set at the beginning there are only 3 main characters. There is the young European looking man, then there is the slightly older, upper classed, middle aged man and then last one is the mysterious looking  dark haired, business women. I think that these characters were used as they could portray the target audience. I think that the use of a women in this chase was away of suggesting that a women has equally the same right as both the men to drive the car which then opens the product to a bigger market.

Editing: This advert has a fast cutting rate and uses a variety of different camera shots. I think that this is done to build up excitment throught out the advertisment, which then echo’s the chase.

7. Sound / Music

Question 6 of Initial Questions

Music

The music in the background  was a specially composed track by Nick Foster and Peter Raeburn.

Nick Foster and Peter Raeburn have done many works together before such as the Pepsi “I Can’t Hear You” Advertisment, Wiley’s “I Am The Sea” song, The sony “Walkman Campaign” And Many More. This show that they are contempoary and have produced a very versitile range of music.

Nick Foster began his career working as a keyboard player for legendary hitmakers Stock & Waterman, before forming Rose & Foster with Mike Rose.As part of Rose & Foster he wrote and/or produced records by artists such as Gary Barlow, East 17, Toploader, Gabrielle, Lolly, Boyzone and Kylie. Since leaving Rose & Foster in 2005, Nick has worked as a composer & producer for television and commercials, most notably with Soundtree Music. His work with them can be seen on advertising campaigns including those for Sony Bravia “Paint”, Smirnoff “Sea”, Levi’s “Straight Walking”,AOL “Discuss”, eBay, Ford Focus and Stella Artois “Ice Skating Priests”. In 2007 Nick co-wrote with Peter Raeburn the music for the new Sony Walkman campaign ‘Music Pieces’ (http://en.wikipedia.org/wiki/Nick_Foster)

This Piece of music was also mad at Soundtree , which is a company that creates and sources music for ads and feature films. I think that they decide to use sound tree as it is a well established company, which has experience with; commercials, feature films, television, digital, short films and books.  And since they “specialises in the relationship between music, sound and the moving image” it would be perfect for the advertisement.

Voice Over

 I think that they decided to use a voice over as the advertisment is about a chase so they wanted the focus to be on the cars I think that this was a good idea as i feel as though the advert would of had a different effect if one of the characters started talking.

 The voice over is done by Jimmy Nesbitt. I think That They Choose him as he is a well know and recognisable person. This also allows the audience to relate with the advert as they can recognise it.

Sound

There is not much sound in this advertisement except the noise on set at the very beginning and the post synchronised sound of the pigeons flying. I think that this is done to emphasise the fact that the cars are not moving that is why we cannot hear the engine, motor or when they swerve on the road.

The use of songs or extract of classical music, attemps to hook the product into the consumers mind with catchy ditties, some of which may already be familiar. (pg 191 media institutions and audiences Nick Lancey)

Thoughts / Key Points

• I think that this show that the music is really the main focus of the advert when it comes to sound.
•  I think that this piece of fast pasted, futuristic sound music echo’s the modern design of the car and relates to the chase in the advertisment.
• I think that they chose Nick Foster and Peter Raeburn as they are popular, contempary and crate unique peices of music Which reflects the concept of the car.