Shu Uemura advertising script

This is a story about a female celebrity and a paparazzo.

Shooting Script

29 July 2014

Written by

Zhen Huang

SCENE 1 — Cafe shop, Paris, Day

Jessica(famous actress)sit down at cafe shop which in the corner opposite store buildings after her shopping. To Jessica, today is Friday for shopping as normal, but different is due to the traffic jam, the driver Max woking for Jessica already late for pick her home around 10 mins. Jessica have a glimpse of her phone, the message from Max with sorry for his late, but he can do nothing because he still stuck in the road.  People are talking in whispers with all kinds of eyes to Jessica in this cafe shop, Through the windows, Jessica have a look the big outdoor new season make-up advertising poster on the top of store buildings which she endorses last week. Compare with that big advertising poster, Jessica looks more plain than moments in TV shows or advertisings. It is make she feel anxious and uncomfortable. She seems so unconfident without make-up. So, she decides to leave this place. She put the tips under coffee set, put the phone into shopping bags and wearing a big black sunglasses then leaves her table very fast.

People are watching her every motion until she left, but they are still talking about her.

SCENE 2 — Outside cafe shop, Paris, Day

At the moment Jessica stepped out cafe shop, suddenly she is shocked by a strong camera flash. Immediately, she puts her hand to cover her face, bend her knees slightly then turn into mode of self-protection.

                       “There a paparazzo is!!” She realized.

Here is a paparazzo front of Jessica with a big lens camera, he took 3 more photos and laugh wretched.

                       “What can I do now??” she thought.

                       “Run!!” she thinking with knitted brows.

She holds shopping bags tight, then quickly run away. Paparazzo quite on her heels.

SCENE 3 — Orchard Lane, Paris, Day

When Jessica run to Orchard lane, she turned head saw the paparazzo still follow her and take photos, which is  totally angered her. She stop and turn around. She is looking daggers at the paparazzo, then she take out a plastic gun from one of her shopping bags very slowly and point at him. The paparazzo is shocked and freezed.

Jessica put the trigger to him. Suddenly the different color powders come out from the barrel and splash on the paparazzo. He scared and run away, but Jessica won’t let him go and she chasing after him and keep shooting. Finally, Jessica couldn’t suppress a triumphant smile when she saw the paparazzo like a painted rat run away. She looks gorgeous with her confidence smile and impeccable eye makeup.

When Jessica run to Orchard lane, the paparazzo still follow her and never stope take photos. At that moment, Jessica saw Shu uemura pop-up store. Quickly, she run into that store. In this situation, the paparazzo only lingers outside the store, wait for Jessica come out. Under the make-up artist help, Jessica finish a perfect make-up at Shu Uemura store in a few minutes. When paparazzo see Jessica again, she looks perfect and gorgeous with confidence standing outside Shu Uemura store.

The brand name subtitle appeared in the end of the film.

END

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Diesel controversial advertising Champaign–“Kicking ass”

 

Since the characteristic of Diesel advertising is creating controversy, polemic and multi interpretation toward public to distinguished it towards the competitors, they create some kind of debate and public opinion regarding allowed-banned of its advertising in the public space and media.

In 2010, Diesel has launched an original and somewhat controversial viral ad campaign of Diesel sneakers “Kicking Ass”. The campaign consists of different viral versions of the concepts and is linked to the Diesel Facebook and Twitter pages. The campaign is based on the premise that Diesel sneakers are “not made for running, but great for kicking asses”. However, I chose this advertising campaign as a negative example because there have 5 bad information were included in this ads campaign, they are: Violence and anti-social behavior, Untruth information, Fear and distress, widespread offence and political issues. In my opinion, they are had bad influence for making a good advertising which should be prevented by producer.

diesel_kick_ass_dictator diesel_kick_ass_mime_1 diesel_sneakers_kick_ass diesel-kick-ass_265 image KICK_ASS5


According to Advertising Standards Authority (ASA) which is the self-regulatory organization (SRO) of the advertising industry in the UK. There are several code advertising that rule do and don’t in advertising and its allowance to be showed in the public.

Violence and anti-social behavior

11.1

Marketing communications should contain nothing that condones or is likely to provoke violence or anti-social behavior.

Truthfulness

7.1

No marketing communications should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.

7.2
Marketing communications must not omit, hide or provide in an unclear, unintelligible, ambiguous or untimely manner material information if that omission or presentation is likely to affect consumers’ decisions about whether and how to buy the advertised product, unless the information is obvious from the context. If the advertisement is limited by time or space, the ASA will take into account steps that the advertiser has taken to make that information available to consumers by other means.
For marketing communications that quote prices for advertised products, material information includes:

a) the main characteristics of the product

b) the identity (eg trading name) and geographical address of the marketer and any other trader on whose behalf the advertiser is acting

c) the price of the advertised product, including taxes; or where the nature of the product is such that the price cannot be calculated in advance, the manner in which the price is calculated

d) delivery charges

e) the arrangement for payment, delivery, performance or complaint handling, if those differ from the arrangements that consumers are likely to reasonably expect

f) that consumers have the right to withdraw or cancel, if they have that right (see 42.2(f)).

Fear and distress

9.1
No marketing communication should cause fear or distress without good reason. Marketers should not use shocking claims or images merely to attract attention.
9.2
Marketers may use an appeal to fear to encourage prudent behaviour or to discourage dangerous or ill-advised actions; the fear likely to be aroused should not be disproportionate to the risk.
9.3
Marketers should not mislead about the nature or extent of the risk to the personal security of consumers or their families if consumers do not buy the advertised product.
9.4
Marketers should not explicitly inform consumers that, if they do not buy the product or service, the marketer’s job or livelihood will be jeopardised

Decency

Decency (ie avoiding serious or widespread offence)
5.1
Marketing communications should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability. Compliance with the Code will be judged on the context, medium, audience, product and prevailing standards of decency.
5.2
Marketing communications may be distasteful without necessarily conflicting with 5.1 above. Marketers are urged to consider public sensitivities before using potentially offensive material.
5.3
The fact that a particular product is offensive to some people is not sufficient grounds for objecting to a marketing communication for it.

Political advertising

12.1

Any advertisement or direct marketing communication, whenever published or distributed,whose principal function is to influence voters in local, regional, national or international elections or referendums is exempt from the Code.

12.2

There is a formal distinction between Government policy and that of political parties. Marketing communications by central or local government, as distinct from those concerning party policy, are subject to the Code.

 

 

 

 

About my body of work

Yesterday is the deadline of DE4106. for the body of work, I handed in a booklet of my animation advertising which is an shoes advertising made for Christian Louboutin. My booklet included the script, storyboard, advertising planing and most of the original paintings. Due to the time limit, I have finished more than half the original paintings, because  the animated design in this advertising are all hand drawing by myself,which is quite time consuming.

I did some research about it before, because it is the favorite shoes brand personally. The storyline was completely constructed 2 month ago and then inspire by the advertising “Saks Fifth Avenue & Christian Louboutin”. I decided make this advertising by stop motion which use camera shooting at first. However, it is quite hard to work out in holiday, because it is need some equipments, manpower resource and photo-studio. So I change my mind to do hand drawing animation.

All in all, I am happy with my final results of my body of work, it is takes me a short time to do such a complete animated design work, I think it is  also a challenge for me.

Learning Agreement

Proposed project title:

Fashion communication in 2 ways

Subtitle:

Analyzing 2 field of fashion advertising in animation way

Explanation/Expansion of project title:

Investigating Fashion Communication & Social Media, within advertising and promotion, focusing on animation and film to create a final outcome (a Fashion short film) to support existing successful communication cases.

To know the key area of my project issue I will researching are:

Compare different fact and elements of 2 field of  brand which are high street fashion brand and top ladies brand within fashion communication

  • Brand history
  • Fashion brands marketing (introduction/Product placement)
  • Preference of  advertising between 2 field of brands
  • Designer’s Sense/View/Purpose
  • Customer’s information (Behavior/Age/Preference)
  • Explain the technique of some fashion ad cases

Rationale:

I did Animation design of my BA degree. I am good at Animation and Films creation and production. Due to I am so stimulate of Fashion area, therefore I chose Fashion and Lifestyle Brand Studies as my MA major. However, I thought it is not enough just be interest in Fashion, I did quite a lot research for the project I will do next, while, I have found that there is a strong connection between Fashion area and Animation Design, especially in the field of Fashion Advertising. For instance, nowadays, the commercial advertiser would love to combine the simple fashion advertising in the past( I mean the booklets, posters, TV advertising) with Animation area which with strong attraction, and product impressive new fashion short film or the fashion documentary which with enterprise spirit and epochal character. In my own view, I believe that it is a vital and big step in the aspect of promotion in fashion area. On the other hand, people are living in a world of full of smart phone and Internet covered, bank of social medias and all kinds of advertising crash into our life, meanwhile, how to attract people’s attention and to know about customer’s behavior also need to have an intensive study. Base on I want to have my independent brand, I think it is worth to learn more in the field of fashion and brand studies.