Treatment

'Capture the best'.

- A photo album being looked at showing the best things in life.

I want the style of my advert to be based around the idea of reminiscing over all the good things life brings to you. Within the duration of the advert you will be able to feel the same warmth, affection and uplift you get while remembering all the good things you have experienced or that you’re looking forward to experiencing in your lifetime.

The camera stays on a still birds eye view of the table throughout the advert. Around this table is a Nikon camera and a cup of tea and biscuits, these items are placed there to create the idea that it is possible for anyone to achieve what the photos show with the Nikon camera that is also on the table so there is a constant reminder to the audience who’s product it is. The photo album opens revealing the first two photos which are 'new baby' photos. The pages continue to turn showing the next wonderful things that have happened in life going to firsts days at school, to finishing school, then falling in love, new job, wedding to eventually it gets back to new baby. For some pages they won’t turn, the photos change into others relating to the theme on that page. There are no transitions throughout the hole of the sequence.

Nikon adverts are inspirational. The logo 'I am' gives the impression that with a Nikon you can be whoever you want to be and it's achievable, I wanted to create this feeling in my advert too as it leaves the audience feeling happy with themselves and a sense of pride.

The audio used in my advert is called ‘porch swing days-slow’ this music is perfect as is compliments the element of reminiscing and helps to set the right uplifting mood and atmosphere. The only use of SFX is the Foley sound of the pages turning and the sound of the photo being taken this is so attention is not taken away from the action on screen.

My idea will work as it connects with the audience. It will make them think about their own life/aspirations as they watch it. The idea that they are watching someone else live a happy life will give them a optimistic feeling. The life seen is also an achievable one and is believable, everyone will or will have experienced a few or more of what the photos are capturing in their own lives.  This advert shows that with the Nikon they can capture and create the 'perfect' lifestyle.

My target audience are middle classed teenagers- adults, my advert would appeal to them as it shows ambitions of a typical middle classed person’s life e.g getting a job, marriage, kids etc. It shows a realistic life and a lifestyle that is possible to have.

The cost for this project wouldn’t be high at all due to only needing to pay to rent a space, rent lights, tripod and a camera. Also, only having to buy a book the cost of printing out photos a cup of tea and a Nikon camera. And the payment of staff in total coming to a cost of around about £1460 for the whole advert.

Overall my idea is effective, cheap and easy to create. It gives the audience the feel-good factor everyone wants to experience and will leave them with a positive thought on the product being advertised therefore inspiring them to purchase it.