BCAP Statement

The BCAP code came into effect from the 1st September 2010. The objective of BCAP code is to produce guidance for the industry on how to understand misleading advertising sections of the advertising codes in comparison to claims that appear in consumer and businessto-business advertising.

There are 30 sections of the BCAP code-

• Introduction
• Compliance
• Recognition of marketing communications
• Misleading adverts
• Harm and offence
• Children
• Privacy
• Political advertisements
• Distance selling
• Environmental claims
• Prohibited categories
• Medicine
• Weight control
• Food
• Financial
• Faith
• Charities
• Gambling
• Lotteries
• Alcohol
• Motoring
• Betting tipsters
• Premium rate telephone services
• Telecommunications
• Homework
• Instructional courses
• Services
• Introduction and dating service
• Competitions
• Private investigation
• Porn

BCAP Code

Copyright Statement

In UK law and the majority of other countries, a copyright statement is not formally required. However when using a valid copyright statement you need to include these 3 things:

1. The copyright symbol  - ©
2. The copyright holder's name
3. The date of first publication

Other information such as phone numbers, addresses, website addresses etc can be used.

It started in the UK in the year 1710, with the Statute of Anne. The current copyright law in the UK is found in the 1988 Act as amended.  Most of this came in on 1st August 1989 and teh rest were brought into force in 1990 and 1991. There have been various amendments to the orginal statute, mostly originating from European Union directives.

The rules of copyright are allowed to be overlooked when for educational and news purposes for judgement.

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.

Foley sound

To create the Foley sounds for this animation we started off by watching the footage with no sound and writing down what sounds would complement each thing in the video. After we made the list of what sounds we wanted we wrote next to it what we could use to create a similar sound. 

Once we thought of what it was weather it was ripping paper or screaming we went to a quiet room and recorded all of the SFX. To help with how long to record for we watch the animation at the same time to make sure it would fit with the actions. 

In editing we were able to have layers of sounds so that more than one sound was happening at each time for example the sound of wind is played throughout all of it so there is no silence in it also to create the effect of the room being empty and quiet at night. 

Overall  think it worked well, I would have liked to have seen what it would have looked like once it was all finished, therefore we could have managed our time better so we had enough time to complete it. With the SFX of the wind in the background you can hear where the track is repeated, there is a slight pause between the ending of one and the start of the next. 

Story board- Nikon Ad

Name: Ruby Hornsey

Production: Nikon advert

Soundtrack Plan

Sound	Description	Use	Production
SFX/Voices/Music	What it should sound like	Explain where and when you will use it in your animation	Explain specifically where or how you will source the sound
Music- Porch Swing Days- faster http://incompetech.com/music/royalty-free/index.html?feels%5B%5D=Bright&feels%5B%5D=Uplifting&page=2	An uplifting flowing melody using guitars, bass, kit and percussion. It creates a light and air free attitude towards life. Bright, relaxing, calming and inspiring.	The music will be used throughout the whole advert to produce an uplifting atmosphere and make the audience feel	I’m getting it from ‘royalty free’ online.
SFX of pages turning	The SFX of a page turning in a book.	This SFX will be used every time the pages are turned in my advert.	I will pre record this sound and use this Foley sound.

Lip Synching Animation

Using the research found out from 'Creature Comforts' I was able to create an animation where the mouth moved to give the impression of the character talking. We recorded the dialogue first, then drew a mouth that shows each sound a mouth makes e.g 'oo'. With these mouths we were able to make the lips match the commentary and make the illusion of the character talking. To improve our animation we could have  avoided having the other mouths around the edge of the character to break the illusion of it being one talking mouth rather then several mouths together. Also could have made the talking more in sync with the mouth so it isn't an obvious previous voice recording.

Here is an example of lip synching tests with claymation-