“The term “advertorial” comes from the words “advertisement” and “editorial.” Merriam-Webster dictionary dates the origin of the word to 1946.” (Hanly 2017) And of late they are inescapable.
In groups of 4 we had to choose a lifestyle product and devise and shoot an instructional video promoting the product and showing the audience how it is used. The video had to be exactly 2 minutes in duration, storyboarded and scripted, and show a person or people on screen using the product. We were also to create a soundscape to enhance the product and edit footage individually.
We chose Doc Martens boots, as three of us owned and wore them regularly.
“In the overwhelming majority of film production, working well as part of a team is a critical skill. Two of the biggest problems amongst student crews are time management and effective group work. They are, however, among the skills you’ll need most after graduating.” (Shaw, D. and Doughty, R. 2009) Unfortunately, on this count we had some issues with one member of our group who had problems with collaboration and time management and effectively took over, leading to unfinished filming and another member of the group day-drinking in order to deal with the friction caused. When I finally got the footage, I was sick with a lung infection and unable to complete my edit on time. I never did see the storyboards.
“The S–O–R framework suggests that when consumers encounter a stimulus (stimulus), a cognitive and emotional state (organism) will be aroused, which, in turn, determines behavioural responses involving approach or avoidance (response).” (Chang, Wong and Chu 2018) In other words – make consumer feel good, consumer probably buy product. In collaborating with another writer on the script this is exactly what we set out to do. We worked well as a team and felt we had created appropriate content. I also wrote a possible V/O or text to go with our 2 minute story.
I learned that in creating anything good group work and organisation is vital. Without it even the best ideas fall apart. I also need to work hard on my editing skills – currently poor – so that even when very sick I am still capable of completing tasks. I am deeply sorry for having failed to do so.
References:
Hanly, K. (2017) Infomercials, advertorials, and native advertising. Digital Journal [Internet], 26th September. Available from http://www.digitaljournal.com/business/infomercials-advertorials-and-native-advertising/article/503509 [Accessed 29th January 2019]
Shaw, D., Doughty, R. (2009) Film: The Essential Study Guide [Internet]. Abingdon, Oxon, Routledge. Available from http://eds.b.ebscohost.com/eds/detail/detail?vid=11&sid=3df925ae-685a-4335-8ec3-460acd00dce2%40pdc-v-sessmgr02&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=248382&db=nlebk [Accessed 30th January 2019].
Chang, H. H., Wong, K. H. and Chu, T. W. (2018) Online advertorial attributions on consumer responses: materialism as a moderator. Online Information Review, 42 (5), pp. 697-717.
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