Three Point Lighting

This is a basic diagram of a standard three point lighting technique. I am learning about this because i am filming my media production in the studio room at sixth form and will need to create the correct type of lighting. The key light is the main light that is used to show the subject. It has the mnost influence on how the mise-en-scene looks, and is placed on one side of the camera. The fill light is secondary to the main light and is placed on the other side of the camera to the key. It fills in the shadows created by the other light and is usually a lot softer. The back light is placed behind the subjects and lights it from behind. It prevents silhouettes and creates a more 3-dimensional effect.

Advertising techniques

How do adverts work to attract the audience to the product?
In the 70's, Abraham Maslow suggested human behaviour is focused on satisfying certain basic types of need and that adverts are designed to show you how buying the product can help you satisfy these needs.
Applying this to my product will focus directly onto my target audience. As humans we have a need to survive, feel safe, achieve, dominate, find meaning in life and recieve attention, affiliation or friendship and have a need for prominence. Some of these are 'male' needs and some are 'female. The ones which the females in my class chose (who fit in my target market!) were..
A need to survive.
A need to feel safe.
A need for affiliation or friendship.
A need for attention.
A need to find meaning in life.
A need to nurture or care for something.
A need slight need for prominence.

With regards to clothes, a need for attention, a need for prominence and a need for affiliation are all relevant. Therefore, having a model dancing around indulging herself in clothes and fashion and these outfits making our attention fix on her will hopefully work to promote the brand.

I also wanted to use the 'Plain folks' advertising techinque, the fact that the girl in my advert will be a normal girl going into a fitting room, as most of us do, suggests that the product is a practical product of good value for ordinary young women. This will contrast with the name of the product being 'clique' which is snob appeal because it makes the customer feel part of an elite group (or clique - in this case!)
I am also going to put a 20% off introductory offer on my products as a type of bribery to call in customers and therefore maximise use of the website and sales of clothes.

Fonts! (incomplete)

My brand is called 'clique' and the web page will be clickclique.co.uk, which is the words which will feature over my campaign. The font of the brand name is very important because it ensures the theme passes through all of the products smoothly.
Here are a few different vox pops of what a focus group thought of my fonts, i gathered the ladies from the results of my original questionnaire, some i also used to ask about sound.

(upload vox pop)

Storyboard Ideas

Upload video

Copyright and Sound

I have decided from the comments given from my small focus group that the song 'I still like your clothes' by David E. Sugar will be the best out of the three options for me to use as the background music on my television advert and sponsorship sequence. I need to get some permission to use this music so i have researched on the internet into the copyright laws.

Copyright permission fact sheet from UK Copyright Service.

Music Copyright fact sheet from UK Copyright Service.

I have read through both of these web pages and have decided to get in touch with David E. Sugar through twitter - as this, although it might not be very proffessional, is the most likely way i will get a reply.
These are the conversation tweets between me and David Sugar about using his song, 'I still like your clothes' on my Television Advertisment. Here he has given me his permission.